Dogmatism as a mediating influence on the perception of risk in consumer choice decisions

The risk perceived by individual consumers when faced with an unfamiliar purchase situation was examined across three groups of females for three product categories. Group membership was determined on the basis of high, medium, and low scores on the Trodahl-Powell dogmatism instrument. Ss were 155 housewives of a medium size midwestern city in the United States surveyed as part of a two-tiered sampling process. The results of a multivariate analysis of variance procedure supported the hypothesis that consumers of a less dogmatic nature perceive lower levels of risk inherent within unfamiliar purchase situations than more dogmatic individuals. The implication for management is that the likelihood of obtaining successful new product introductions may be substantially enhanced through the process of risk reduction across dogmatic consumer segments by use of direct testimonial promotional themes stressing product acceptance in support of more traditional and informative advertising messages. The feasibility of this approach is based upon the premise that the behavior of dogmatic individuals is more frequently affected by pressures from peers and significant others than the behavior of individuals low in dogmatism which is generally based on more factual and relevant information.