PERCEIVED RISK
\pəsˈiːvd ɹˈɪsk], \pəsˈiːvd ɹˈɪsk], \p_ə_s_ˈiː_v_d ɹ_ˈɪ_s_k]\
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The level of uncertainty of a consumer, depending upon whether the purchase he/ she is making will be worth it or not. The perceived risk is higher when a more expensive purchase is going to be made, such as a cart, etc. Usually, the perceived risk is lowered by gathering more information about the product that the consumer is buying.
By Henry Campbell Black
