Skip to main content
Article thumbnail
Location of Repository

Understanding Consumer Responses to Product Risk Information

By Anthony D. Cox, Dena S. Cox and Gregory D. Zimet

Abstract

Two experiments examine how message framing moderates consumer responses to product risk information. The findings suggest that contrary to an influential theory, consumers exposed to loss-framed messages exhibit a general aversion to product risk involving both short-term adverse effects and more permanent harm. In contrast, consumers exposed to gain-framed messages differentiate among different types of product risk. They essentially ignore temporary product risks but give considerable decisional weight to risks of permanent harm. This article discusses the implications of these findings for those who design and regulate promotional messages that contain product risk disclosures

Topics: framing, risk, consumer responses
Year: 2006
OAI identifier: oai:scholarworks.iupui.edu:1805/5619
Provided by: IUPUIScholarWorks

Suggested articles


To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.