Risky Business: the Negative Impact of Ambiguity on Risk Communications

Jennifer Jeffrey, Ivey Business School, Western University, Canada
Dante M. Pirouz, Ivey Business School, Western University, Canada
Jeff Rotman, Ivey Business School, Western University, Canada
Social marketing campaigns often present consumers with risk statistics presented as ranges versus absolute values; this research investigates the potential negative consequences of adopting this approach in health communications. Specifically, studies demonstrate that presenting risk ranges lowers intentions to engage in risk-reduction behaviours; an effect moderated by individual optimism levels.
[ to cite ]:
Jennifer Jeffrey, Dante M. Pirouz, and Jeff Rotman (2013) ,"Risky Business: the Negative Impact of Ambiguity on Risk Communications", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.