This study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional construct. Third, consumer characteristics that affect the relationship between perceived risks and adoption intentions have not been included in most of the innovation studies. Thus, this study seeks to provide answers to the questions of “which types of perceived risk are more likely to affect adoption intentions of RNS?” and “which consumer characteristics affect the relationship between perceived risks and adoption intentions of RNS?”. The findings of the study show the influence of perceived risk in the service innovations area. We contribute to theory and practice by identifying the specific risks that cause consumers to resist adopting RNS as well as showing the explanatory power of Regulatory Focus Theory (RFT) to understand why consumers react differently when they encounter service innovations. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection

For chronic dieters, modern food environments make it very difficult to always behave inline with health goals. Approximately 45 million Americans report never fully being off a diet because they fail to reach their weight loss goals. These individuals are colloquially known as chronic dieters but in the food behavior and literature, these people are known as Restrained Eaters. Restrained Eaters are known for the vacillation between food restraint and disinhibition. Past research has demonstrated that one way to keep Restrained Eaters from reach disinhibition is to prevent or weaken their involuntary physical and cognitive responses to external food cues. In a series of three lab studies, this dissertation tests two novel approaches to influencing the behavior of Restrained Eaters when faced with a hedonic food item. The focus of Study 1 is on using Query Theory to test whether there is an effect of endowment on decision and whether thoughts predict decision. We found a significant effect of endowment on the decision of Restrained and Unrestrained Eaters. Study 2 also uses Query Theory but reverse the natural order in which participants generated thoughts and whether that had an effect on decision. In Study 2, we found changing the natural order of thoughts can reverse the effect of endowment. Studies 3 and 4 reanalyze the data from Studies 1 and 2 using Regulatory Focus Theory. In this reanalysis, we found thoughts coded using regulatory focus also predicted behavior. We use the results from this reanalysis to justify Study 5, which is a test of regulatory focus inductions on decision. We found no significant effect of regulatory focus inductions on the decision of Restrained or Unrestrained Eaters. This research aims to develop interventions that will help Restrained Eaters make decisions that are not overshadowed by external cues or instant gratification, giving them a better chance to reach a sought out goal.