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

2 Citations (Scopus)

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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  • USER EXPERIENCES IN VIRTUAL WORLDS

    van Gisbergen, M. (PI), Bouwknegt, H. (PI), Nuijten, C. (CoI), Peeters, A. (CoI), Khan, J. (CoI), Janssen, D. (CoI), Bonenkamp, N. (CoI), Zijlmans, F. (CoI), Peters, F. (CoI), Deslé, N. (CoI) & Stepman, P. (CoI)

    RAAK SIA

    1/01/1131/12/16

    Project: Research

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