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Customer Behavior

When consumers decide to purchase or not to purchase, decide which product to use, decide which store to frequent, etc., very often consumers face perceptions of "risk" associated with the decision alternatives. As you have read (in your book and in my notes on Perception), there are 6 types of perceived risks: physical risk, functional risk, social risk, psychological risk, financial risk, and time risk.

I would like for each of you to identify which perceived risks you associate with taking courses online (distance education). For each risk you identify, briefly explain why you perceive that risk for taking an online course.

Solution Summary

There are 6 types of perceived risks: physical risk, functional risk, social risk, psychological risk, financial risk, and time risk. This solution identifies which if these perceived risks are associated with taking courses online (distance education), and then explains why each is perceived as a risk for taking an online course. Supplemented with a highly informative article detailing the effects of consumer risk perception.

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