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| Author: | Carvalho, S.W. (et al.) |
| Title: | Risk perception and risk avoidance: The role of cultural identity and personal relevance |
| Journal: | International Journal of Research in Marketing
2008 : DEC, VOL. 25:4, p. 319-326 |
| Index terms: | consumer behaviour health and safety food risk consumption decision making culture |
| Language: | eng |
| Abstract: | This paper examines the roles of cultural similarity and personal relevance in consumers' perceptions of the risk of food-borne (here as: f-b.) contamination (as: f-b-cn.) and their intentions to reduce consumption. Consumers are shown to be more concerned by the threat of a likely f-b. illness if the f-b-cn. has happened in a culturally similar location, despite of physical or geographical proximity to the consumer. However, when the event is highly personally relevant, consumers feel threatened, which leads to message denial and a reversal of the facilitating effects of cultural similarity. |
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