chapter
Selection of Legal Services: An Investigation of Perceived Risk
Pages 12

Consumers' selection of legal services is examined in relation to perceived risk using a modification of the Cunningham (1967) model of consequences times certainty. The relationships between perceived risk and variations in the quality of services offered by attorneys is explored and risk-reduction strategies are examined. Differences between high-and low-risk perceivers are evaluated relative to types of risks, quality variations, risk-reduction strategies, and importance of pricing.