search query: @author Raghubir, P. / total: 5
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| Author: | Raghubir, P. Menon, G. |
| Title: | Framing Effects in Risk Perceptions of AIDS |
| Journal: | Marketing Letters
2001 : VOL. 12:2, p. 145-156 |
| Index terms: | RISK PERCEPTION AIDS |
| Language: | eng |
| Abstract: | This paper examines a boundary condition of the ease-of- retrieval effect shown to affect risk perceptions of AIDS. In this paper, the authors show that when people can attribute recall difficulty to task contingencies, the content of the information recalled from memory, rather than the ease with which such information was recalled, affects judgments. In such a scenario, framing the recall task as one that causes AIDS leads to perceptions of higher risk versus one that prevents AIDS. Theoretically, these results show that the use of information accessibility as a cue is based on inferences about the population from which the information is drawn. Managerially, the results suggest that risk perceptions are based on contextual cues that affect content and accessibility of memory-based information. |
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