Risky Business: the Negative Impact of Ambiguity on Risk Communications
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.
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, Pages: .
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
NA - Advances in Consumer Research Volume 41 | 2013
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