What aspect of products do consumers generally seek to avoid through perceived risks?

Consumers typically aim to avoid undesirable consequences when evaluating products because these potential negative outcomes can significantly influence their purchasing decisions. Perceived risks encompass various factors, such as financial loss, social embarrassment, or poor quality. If a consumer believes that a product might lead to an unfavorable result, they may hesitate to make a purchase or seek alternatives that appear safer or more reliable.

While desired benefits, intangible feelings of satisfaction, and social validation may play roles in the overall consumer experience, they do not primarily address the avoidance of negative consequences. Desired benefits focus on the positive aspects that consumers hope to gain, and intangible satisfaction relates to the emotional satisfaction derived from the purchase. Social validation pertains to how peers might perceive a consumer's choice, which can influence behavior but does not directly relate to risk avoidance.

In essence, the primary driver behind the avoidance of unwanted experiences is the desire to mitigate risks associated with product purchases, making undesirable consequences a central concern for consumers.