Perceived risk is a concept in psychology and consumer behavior that refers to an individual's subjective assessment of the likelihood and severity of potential negative consequences or harm associated with a specific decision or action. This can include risks related to health, safety, financial losses, social repercussions, or any other potential negative outcome. Researchers in this area study how individuals perceive and evaluate risks, how these perceptions influence their behavior and decision-making, and how these perceptions can be influenced by various factors such as personal characteristics, past experiences, social norms, and communication strategies. Understanding perceived risk is important in fields such as marketing, public health, environmental science, and finance, as it can help predict and explain individuals' attitudes and behaviors in relation to risky situations.