| Abstract: | It is acknowledged[Weinstein, N. and Nicolich, M. (1993) ‘Correct and Incorrect Interpretations of Correlation Between Risk Perceptions and Risk Behaviours’, Health Psychology, Vol. 12, No. 3, pp. 235–45.] that with the development of services marketing specifically related to health services comes a need to understand the aspects of consumer risk behaviour. This paper examines differences in perceived risk between health services, general services and goods and will seek to substantiate and develop a previous US study,[Murray, K. B. and Schlacter, J. L. (1990) ‘The Impact of Services Versus Goods on Consumer's Assessment of Perceived Risk and Variability’, Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 51–65.] utilising a quantitative methodology with repeated measures and nested factors. The conclusions support the hypotheses that there are significant differences in perceptions of social and psychological risks when purchasing health services. Copyright © 2000 Henry Stewart Publications |
