THE IMPACT OF PRODUCT SAFETY HAZARD COMMUNICATION ON CONSUMER BEHAVIOR.
Item
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Title
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THE IMPACT OF PRODUCT SAFETY HAZARD COMMUNICATION ON CONSUMER BEHAVIOR.
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Identifier
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AAI8302545
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identifier
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8302545
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Creator
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SHUV-AMI, AVICHAI.
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Contributor
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Leon G. Schiffman
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Date
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1982
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, General
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Abstract
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In recent years there have been growing numbers of reports by regulatory agencies warning consumers of product safety hazards. However, consumers seem to differ in their responses to such safety hazard information. The objectives of this dissertation are to model consumers' responses to a disconfirmed expectancy when such responses are due to safety hazard information, and to test the model empirically, using product health hazard in a simulated newspaper article.;The study's theoretical model is based on consistency theories, empirical findings from fear appeal literature, disconfirmation research, and other related concepts of the behavioral sciences. The findings from a before and after with control experiment indicated the usefulness of this model in studying consumers' response to safety hazard information. The actual danger performance, i.e., the message's warning level, was under-estimated because of post-perception of risk, when the number of alternative choice of behavior was limited. Combined with expectation, perception of danger performance can have a positive effect on consumer's perceptions of safety disconfirmation. However, these positive relationships were moderated by several variables. Nevertheless, only perceived vulnerability risk, ego-involvement, self-esteem, and source credibility were found to have an intervening effect on perceived disconfirmation. The decision-making sequence that was found was perceived disconfirmation, attitude, and purchase intention; and this is consistent with previous research. In addition, purchase intentions were also affected by the number of purchase alternatives available, so that as the number of alternatives decreased, the level of purchase intention decreased.;Although further research is needed, theoretical and strategical marketing implications all suggested that these research findings may provide a theoretical framework for companies to evaluate consumers' behavior after exposure to safety hazard communication. This evaluation may provide sufficient warning indicators and may reduce the possibility of product failure. Similarly, such an evaluation may give government agencies a theoretical framework for anticipating the efficiency of different types of safety hazard communications in changing consumer behavior before a campaign is initiated. In addition, the present investigation may contribute some theoretical insight into consumers' responses to fear-appeal communication and their reactions to discofirmed expectations.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
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Program
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Business
