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CONSUMER REACTIONS TO A CRISIS: A NOTE THE CASE OF THE MADCOW DISEASE

By Joost M. E. Pennings, Brian Wansink, Matthew and T. G. Meulenberg

Abstract

What drives the behavior of consumers when faced with a product-related crisis, such as that involving food contamination or live-threatening design flaws? For both consumers and companies, these crises are become of increasing importance because of the globalization of markets and an increased coverage by the media. These crises show the need for marketers to understand why and how consumers react to a crisis. We show that by de-coupling risk response behavior of consumers into the separate components of risk perception and risk attitude, a more robust conceptualization and prediction of consumers ’ reactions is possible. In addition, such a framework helps to provide answers on how marketers can deal with such type of crises. The merits of such conceptualization are illustrated in two field studies in the US, Germany and the Netherlands, in the context of the recent BSE (madcow disease) crisis

Topics: Consumer reactions, Crisis, Risk Attitude, Risk Perception J.M.E. Pennings is in the Marketing and Consumer Behavior Group, Wageningen University in the
Year: 2011
OAI identifier: oai:CiteSeerX.psu:10.1.1.197.5043
Provided by: CiteSeerX
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