Cognitive styles and personality in risk perception

Abstract

This chapter describes the current conceptualization of risk perception in the field of consumer behavior. The proposed framework suggests that consumers’ perceived risk are influenced by both personality/cognitive styles and the larger cultural system that embedded in consumers’ everyday lives. Through an extensive review of the prior literature on personality traits, cognitive styles, risk perception, and cultural dimension frameworks, this chapter presents an integrated framework to illustrate the interconnection of these constructs. The goal of this chapter is to showcase the inter-relationship of different conceptual models in predicting and interpreting consumers’ perceived risk. Future research directions are proposed in the last part of this chapter.