The Role of Cultural Identity and Personal Relevance on Risk Perception and Avoidance

We examine the cultural-similarity effect on consumers’ perception of risk when faced with a health threat. In Study 1, we find that cultural similarity increases people’s risk perceptions when risk is highly likely to occur, but does not have an effect on people’s risk perceptions when the event is less likely to happen. In Studies 2 and 3, we extend our findings to examine how personal relevance moderates these effects by generating defensive message processing. More specifically, we are able to illustrate that the presence of a more personally relevant aspect of one’s identity reverses the effects of cultural similarity.



Citation:

Sergio Carvalho, Lauren Block, and Subramanian Sivaramakrishnan (2009) ,"The Role of Cultural Identity and Personal Relevance on Risk Perception and Avoidance", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 617-618.

Authors

Sergio Carvalho, University of Manitoba, Canada
Lauren Block, Baruch College, USA
Subramanian Sivaramakrishnan, University of Manitoba, Canada



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

Read More

Featured

Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More

Featured

Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.