The specific form of relationship b

The specific form of relationship between inherent risk and variables will be consider.Handled risk, conceived as inherent risk modified by information, brand loyalty, etc., should increase with inherent risk, but decrease with amount of information held about the product class, with the perceived usefulness of that information and the confidence with which it is held, and with the mean familiarity with brands of the product class. In summary,H3: Handled risk for a product class will (a) increase with inherent risk for that product class; and decrease with (b) amount of information about the product class in general; (c) usefulness of that information; (d) confidence with which the information is held; and (e) mean familiarity with specific brands in the product class.Note that H3 in a sense is a hypothesis concerning under what conditions inherent risk and handled risk measure different phenomena. These models were empirically tested by measuring the necessary variables and using regression analyses.