Risk perception and risk avoidance: The role of cultural identity and personal relevance

Health and marketing: The emergence of a new field of research

“…Food is a boundary industry of the life sciences industry on the producer side in the healthcare value chain. The special issue presents a fine mix of contributions to this literature, including a quantitative paper using secondary data (Prasad, Strijnev, & Zhang, 2008), a quantitative paper using experimental data (Heiman & Lowengart, 2008) and a behavioral paper using experimental data (Carvalho, Block, Sivaramakrishnan, Manchanda & Mitakakis, 2008). Prasad et al (2008) show that healthconscious households constitute 18% of the market and that the more health conscious a household is, the less price sensitive it is.…”

“…Heiman and Lowengart (2008) show that, in the case of health hazards in foods, consumers reduce the perception of the affected health attribute, and simultaneously elevate the importance of this attribute for the affected product. Carvalho et al (2008) examine consumers' risk perceptions of food-borne contamination and their intention to reduce consumption of this food. They found that consumers are more concerned by the threat of a likely food-borne illness if the contamination occurs in a culturally similar location, regardless of physical or geographical proximity.…”

Thinking or Feeling the Risk in Online Auctions: The Effects of Priming Auction Outcomes and the Dual System on Risk Perception and Amount Bid

“…Consumers' decision processes are generally influenced by their perceptions of the gravity of the risk they face (Carvalho et al 2008;Forsythe and Shi 2003;Loewenstein et al 2001;Mitchell 1999;Slovic 1987). Studies have found perceived risk influences consumers' attitudes and behaviors generally (Carvalho et al 2008;Rao and Farley 1987;Srinivasan and Ratchford 1991;Tat Keh and Sun 2008) and specifically (online shopping behavior; Kim, Ferrin, and Rao 2008).…”

“…Studies have found perceived risk influences consumers' attitudes and behaviors generally (Carvalho et al 2008;Rao and Farley 1987;Srinivasan and Ratchford 1991;Tat Keh and Sun 2008) and specifically (online shopping behavior; Kim, Ferrin, and Rao 2008).…”

Risk Assessment: The Consumer as an Intuitive Statistician

“…The perceived similarity between the individual and the group can affect people's risk judgments (Brown et al 1992), with higher risk perceptions when people can relate to the population of the threat . Carvalho et al (2008) showed that greater cultural similarity, an aspect of social proximity, with the origin of a food-contamination threat, increased risk perceptions and intentions to engage in preventative behaviors, especially when personal relevance for the risk was low. However, they also found that cultural proximity backfired (i.e., risk was assessed as higher the less culturally similar its origin) when personal relevance was high.…”