Threat Perception in Product Harm Crises: Do Older Consumers Feel More Vulnerable?

David H. Silvera, University of Texas at San Antonio, USA
Tracy Meyer, University of North Carolina at Wilmington, USA
Daniel Laufer, Yeshiva University, USA
R. Justin Goss, Ashley Rae Arsena, University of Texas at San Antonio, USA; University of Texas at San Antonio, USA
Previous research indicates that older consumers have a reduced capacity to engage in primary control behaviors to counteract threats, and thus compensate with secondary control processes by perceiving negative events as less threatening. Two studies were conducted to examine control processes in older versus younger consumers in relation to a product harm crisis. Results indicated that older consumers perceived themselves as less threatened by the crisis in terms of vulnerability and severity, placed less blame on the company, and had stronger intentions to purchase and recommend the company’s products in the future.
[ to cite ]:
David H. Silvera, Tracy Meyer, Daniel Laufer, and R. Justin Goss, Ashley Rae Arsena (2010) ,"Threat Perception in Product Harm Crises: Do Older Consumers Feel More Vulnerable?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 566-567 .