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

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....

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Autores principales:	Ivy E.D. Schultz, Michelle H. Kovacs, Dirk P. Janssen
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2016
Materias:	consumer behavior risk reduction perceived risk embarrassment location-based advertising Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/882f39c207c44a1081a9a830fad2ce67
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spelling	oai:doaj.org-article:882f39c207c44a1081a9a830fad2ce672021-12-02T14:07:31ZThe perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases2331-197510.1080/23311975.2016.1254387https://doaj.org/article/882f39c207c44a1081a9a830fad2ce672016-12-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2016.1254387https://doaj.org/toc/2331-1975The 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.Ivy E.D. SchultzMichelle H. KovacsDirk P. JanssenTaylor & Francis Grouparticleconsumer behaviorrisk reductionperceived riskembarrassmentlocation-based advertisingBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 3, Iss 1 (2016)
institution	DOAJ
collection	DOAJ
language	EN
topic	consumer behavior risk reduction perceived risk embarrassment location-based advertising Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	consumer behavior risk reduction perceived risk embarrassment location-based advertising Business HF5001-6182 Management. Industrial management HD28-70 Ivy E.D. Schultz Michelle H. Kovacs Dirk P. Janssen The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
description	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.
format	article
author	Ivy E.D. Schultz Michelle H. Kovacs Dirk P. Janssen
author_facet	Ivy E.D. Schultz Michelle H. Kovacs Dirk P. Janssen
author_sort	Ivy E.D. Schultz
title	The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
title_short	The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
title_full	The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
title_fullStr	The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
title_full_unstemmed	The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
title_sort	perceived risk and the high involvement product purchase: location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases
publisher	Taylor & Francis Group
publishDate	2016
url	https://doaj.org/article/882f39c207c44a1081a9a830fad2ce67
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The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases

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