ENTRY #24     What are the consequences for remedying risk?

Lisa E. Bolton

Professor of Marketing, Smeal College of Business, The Pennsylvania State University

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Risk is present in a variety of everyday consumption experiences: for example, eating ice cream, smoking, and driving all pose risks for consumer health and safety. Consumption also poses societal risks: for example, consumer decisions regarding energy usage and trash disposal pose environmental risks. And, of course, consumers face financial risks with consumption, as evidenced by credit card (mis)use and debt.

Consumer welfare advocates often promote risk avoidance to help consumers ...

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