The perceived risk and the high involvement product purchase : Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases

IED Schultz, MH Kovacs, DP Janssen

Research output: Contribution to journalArticleScientificpeer-review

Abstract

The goal of this research was to investigate the perceived risk of purchasing condoms and the risk-reducing effects of location-based advertisements. For the research, a quantitative approach was used. A questionnaire was distributed to 238 participants, using the Internet and physical distribution. This study found that 66% of the sample perceived social risk during the purchase of condoms. Of this percentage, 39% stated that embarrassment has stopped them from purchasing the product. Location-based advertisements were perceived negative, however also perceived informative by almost half of the sample. This study implies that advertisements have a positive effect on the perceived risk since the majority of the sample stated that their perceived purchase embarrassment was reduced after seeing the sensual (65%) and fearful (59%) advertisement.

Original languageEnglish
Pages (from-to)1-11
Number of pages12
JournalCogent Business & Management
Volume3
Issue number1
DOIs
Publication statusPublished - 2016

Keywords

  • consumer behavior
  • embarrassment
  • location-based advertising
  • perceived risk
  • risk reduction

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