Multifunctional risk in the adoption of innovative technological products

This study analyses whether the perceived risk of purchasing technological products is less influential on the process of technological adoption when this effect is moderated by the product's multifunctional category (hedonic vs. utilitarian product characteristics). Four experiments were developed according to scenarios related to the multifunctional content (level of complexity according to the product category) of the technology and the number of functionalities in the products. The perception of risk has less effect on adoption when the product characteristics are manipulated to be more utilitarian or heighten the consumer's social value. This study contributes to the theoretical understanding of which categories are less influenced by the perceived multifunctional risk of purchasing and adopting a new technology, as well as of when individual values overlap with consumers' risk perceptions. It also contributes managerially by identifying the profile of individuals who are more likely to consume innovations characterized by high complexity and functionality, and by providing guidance for the development of innovative products that prioritize utilitarian, rather than hedonic, characteristics.     

Explaining the impact of consumer religiosity,perceived risk and moral potency on purchase intentions

The role of religion has been overlooked as an antecedent to risk perception, as has moral potency, when purchasing religiously sensitive products. The aim of this study is to demonstrate how perceived risk and moral potency explain the impact of shopper religiosity on purchasing religiously-questionable products from retailers. A conceptual model was tested on a sample of 271 respondents, elucidating the complex relationships between religiosity, social and psychological risk, moral potency and purchase intention. The model offers a strong psychological explanation of how a shopper's religion may increase their perceptions of risk and personal responsibility, confidence and courage, which subsequently impact purchase intentions. Retail managers may choose to implement this model to better predict shopper adoption behaviour of new religiously-questionable products. The model allows for future empirical examinations across multiple shopping contexts and may be employed to estimate levels of demand for new products based on the extent of religiosity, moral potency and risk.     

Poisonings

Manufacturers of household products – including appliances, exercise equipment, and even some children's toys – expect consumers to supervise their children to prevent product related injuries. This approach to hazard prevention places the burden of safety on parents and caretakers. This study examined actual supervision practices of parents of children between the ages of two and six years. 59 parents, aged 31 to 40 years, residing in Montgomery County, Maryland, completed a 24-item self-administered questionnaire, consisting of multiple choice and open-ended questions. Nearly all respondents reported that there are times when their children are in a different room from them. When the children are out of sight, parents reported checking on their children periodically, with increasingly longer periods between observations, as the child gets older. Nearly half of the children got out of bed in the morning always or often before a parent. Ninety-five percent of parents perceived that their child was at no risk or slight risk of injury when getting up in the morning before them. In conclusion, it can be said that many parents supervise their children by being close-by and on-hand as needed, rather than being directly involved in the child's activities. Manufacturers are encouraged to employ passive measures and sound designs, rather than rely on close parental supervision for injury prevention.     

Debunking the myth of general consumer rejection of green genetic engineering: Empirical evidence from Germany

The emergence of a more sustainable economy in Europe was accompanied by a range of bio‐based products and technologies. As a prominent example, green genetic engineering opens up multiple options to increase agricultural production, but its public acceptance seems to vary by application area. Risk perception explains consumer acceptance of green genetic engineering, which is a necessary precondition for wider technology adoption. This study investigates risk perceptions for four major sources of risk: health related, environmental, socioeconomic and ethical. Data were collected in a laboratory experiment in Germany, with a total of 439 participants. A between‐subject design was employed. The four experimental treatment groups comprised two policy scenarios, namely one only permitting research and development and the other allowing full commercialization of genetically modified products, and two product end‐uses, bioenergy and food. The study shows significant end‐use differences in both the type of policy scenario and the risk dimension in question. In particular, health risks were generally perceived to be lower for bioenergy than food whenever full commercialization was pursued. Furthermore, full commercialization of genetically modified food prompted higher concerns about personal health, whereas use of crops for bioenergy production was broadly related to higher levels of socioeconomic risk. Finally, although the majority of consumers identified health risks as being most relevant, the consequences for the environment evoked the greatest degree of risk perception. In general, our findings lend support for the notion that the policy regime is the most important determinant for risk perception, followed by the type of risk dimension and level of trust in industry.     

A social cognitive approach to tackle inactivity and obesity in young Australians

In 2004/5, 62% of men, 45% of women and 19%-23% of children and adolescents in Australia were overweight or obese [Australian Bureau of Statistics. 4364.0 — 2004/5 National Health Survey Summary of Results. Viewed March 2007, <abs.gov.au>, 2006a]. The worldwide societal changes particularly in the adoption of more sedentary lifestyles have been marked as a major contributor to the obesity epidemic. Surprisingly little is known about what the underlying cognitions that are associated with increasing levels of sedentary behavior among adults are, specifically those aged 18-24 years. With this understanding, social marketing campaigns and government policies can enlist a change in consumers' behaviors towards a reduction in sedentary behavior, reducing their risk of obesity and all-cause mortality.A self-administered survey was completed by a sample of 310 young respondents. Major findings from this study indicate that: this group of 18-24 year olds engages in sedentary activities for almost eight hours per day and their cognitive behaviors are independent of personal characteristics such as age, gender and weight.     

Perceptions of the risk of drowning at surf beaches among New Zealand youth

ABSTRACT

In many countries, beaches are a high-risk location for drowning. In New Zealand, youth and young adults are particularly at risk of drowning at beaches, accounting for 17.4% of drowning deaths and 18.4% of rescues at surf beaches between 2008 and 2013, over 90% of fatalities were male. This study explored New Zealand youth risk perceptions of drowning and their coping appraisal processes at a surf beach. A cross-sectional survey of high school students (n = 599) was conducted between February and April 2014. Females and non-New Zealand European students reported higher levels of perceived vulnerability and severity of drowning risk, and New Zealand European students reported higher levels of self-efficacy of preventive actions. By addressing the underlying causes of underestimation of risk and overestimation of ability, these findings can be utilized to increase awareness and to enhance water safety risk strategies for youth, especially males, in the surf beach setting.     

Conflicting attitudes and scepticism towards online shopping: the role of experience

Researchers typically study how levels of risk perception about online shopping affect whether and how consumers use the channel to buy products. In this paper, we propose to study how different types of attitudes towards online shopping are formed when consumers consider both the benefit and the risk of using the Internet to do their shopping. We consider the possibility that general types of attitudes are formed when consumers' perception of the risk and the benefit of using online shopping conflict. We pay particular attention to the concept of online shopping scepticism where consumers may fully realize the benefit of using the Internet to do their shopping, but also express a certain level of concern about the risk of using that channel. In the risk literature, researchers have shown that experience and increased exposure to a particular technology usually involves the accumulation of more and better knowledge that in turn may lead to a reduction in the perception of the risks involved. In this research, we also explore the role of experience in the context of consumers' intention to use online shopping. More specifically, we postulate that online shopping experience has a direct effect as well as an indirect effect on the intention to use online shopping. Experience with online shopping directly increases the consumer's intention to use the Internet to buy products but it also reduces the degree of scepticism and risk aversion, and that in turn, also increases the intention to use online shopping.     

Machines learn neuromarketing: Improving preference prediction from self-reports using multiple EEG measures and machine learning

A basic aim of marketing research is to predict consumers’ preferences and the success of marketing campaigns at the population-level. However, traditional marketing tools have various limitations, calling for novel measures to improve predictive power. In this study, we use multiple types of measures extracted from electroencephalography (EEG) recordings and machine learning (ML) algorithms to improve preference prediction based on self-reports alone. Subjects watched video commercials of six food products as we recorded their EEG activity, after which they responded to a questionnaire that served as a self-report benchmark measure. Thereafter, subjects made binary choices over the food products. We attempted to predict within-sample and population level preferences, based on subjects’ questionnaire responses and EEG measures extracted during the commercial viewings. We reached 68.5% accuracy in predicting between subjects’ most and least preferred products, improving accuracy by 4.07 percentage points compared to prediction based on self-reports alone. Additionally, EEG measures improved within-sample prediction of all six products by 20%, resulting in only a 1.91 root mean squared error (RMSE) compared to 2.39 RMSE with questionnaire-based prediction alone. Moreover, at the population level, assessed using YouTube metrics and an online questionnaire, EEG measures increased prediction by 12.7% and 12.6% respectively, compared to only a questionnaire-based prediction. We found that the most predictive EEG measures were frontal powers in the alpha band, hemispheric asymmetry in the beta band, and inter-subject correlation in delta and alpha bands. In summary, our novel approach, employing multiple types of EEG measures and ML models, offers marketing practitioners and researchers a valuable tool for predicting individual preferences and commercials’ success in the real world.     

Safety survey of Iran's mines and comparison to some other countries

The increasing development of mining activities in Iran makes it necessary to have a closer look at the safety issues. Analysis of different incidents and damages in mines can be helpful for the adoption of suitable approaches to prevent the incidents. In this study, safety statistics of Iran's mines in 2011 and 2012 were assessed and important incidents and injuries happening to employees for 12 different groups of minerals were evaluated and eventually compared to the situation of some other countries. According to the obtained results, the average incidence probability in Iran's mines was calculated to be 0.18 for 2011 and the incidence probability of coal, copper and iron ore mines was greater than others. The injury rate of Iran's mines was 106 and 164 out of 10,000 persons for 2011 and 2012, respectively, and the maximum values of injury rate belonged to coal, dimension stone and aggregate mines. Also, it turned out that the fatal rate per 100 tons of production had the highest values in chromite and coal mines. Besides, comparison of injury rate and the fatal rate in Iran and some countries showed that the safety situation in Iran's mines was in a fair condition.     

Do SARS-CoV-2 safety measures affect visitors experience of traditional gastronomy,destination image and loyalty to a World Heritage City?

Sars-Cov-2 paralyzed tourism, which only began to recover after the vaccine roll-out. This study investigates loyalty to a city based on the perception of COVID safety measures in traditional restaurants. To test eight hypotheses, the PLS-SEM method was applied to a sample of 154 tourists who visited Córdoba (Spain) for the traditional cuisine. Results show that visitors' perception of restaurants’ COVID safety measures affects their satisfaction with the restaurant and local cuisine, their general image of this World Heritage city, and their loyalty to it. Thus, appropriate coronavirus risk management can help ensure that visitors recommend and revisit the city.     

Assessment of product stability

Abstract

In this paper the mechanical stability of consumer products is discussed from both a theoretical and a practical point of view. It is shown that the two methods of stability testing most often used in product safety standards (inclined plane and destabilizing force) can be used for determining a third important parameter, the overturning energy. Furthermore, test results for a broad range of products are presented in terms of the three parameters tilt angle, destabilizing moment and overturning energy. In existing and currently proposed draft standards a variety of test procedures and, more important, criteria for stability can be found. The level of safety is not clear and cannot be compared between various products. Therefore, a new and more consistent approach is proposed for developing stability requirements in standards: instead of a pass/fail criterion a risk assessment procedure can be followed in which the test results are compared with the foreseeable external influences (moving person, pushing, etc.) taking into account the risk of injury in case of overturning. The new approach is applied as an example to one of the tested product types.     

Product involvement in do-it-yourself maintenance injury

Abstract

PROBLEM Numerous activities to promote bicycle safety have been implemented in Norway. The overall effect of these activities has not been evaluated.

method Information about cases of bicycle-related injuries occurring in 1990-1993 was obtained from prospective registration of all injuries treated by hospitals and emergency clinics in four urban centers in NORWAY. Incidence was calculated per number of cyclists, based on data obtained from the 1992 National Bicycle Survey. Temporal changes in injury severity and in age-specific incidence (per bicycle riders) of all injuries, upper-head injuries, other injuries, injuries due to bicycle-motor vehicle collision, and injuries leading to inpatient treatment were analyzed by logistic regression analysis.

RESULTS 3,893 injuries occurred in the study population in 1990-1993. The average annual incidence was 33.1 per 10,000 population aged 4 years and higher, or 47.9 per 10,000 bicyclists. No significant secular trends were found for any of the analyzed parameters.

CONCLUSIONS Bicycle safety promotion measures implemented during 1990-1993 did not significantly reduce the risk of bicycle-related injury in Norway. Effective bicycle safety programs should be implemented, based on the positive experiences from other countries. Injury surveillance systems appear to be a useful tool for evaluating injury prevention programs.     

Driving behaviours,traffic risk and road safety: comparative study between Malaysia and Singapore

The present study aims to investigate differences in road safety attitude, driver behaviour and traffic risk perception between Malaysia and Singapore. A questionnaire-based survey was conducted among a sample of Singaporean (n = 187) and Malaysian (n = 313) road users. The data was analysed using confirmatory factor analysis and structural equation modelling applied to measure comparative fit indices of Malaysian and Singaporean respondents. The results show that the perceived traffic risk of Malaysian respondents is higher than Singaporean counterparts. Moreover, the structural equation modelling has confirmed perceived traffic risk performing the role of full mediation between perceived driving skills and perceived road safety for both the countries, while perceived traffic skills was found to perform the role of partial mediation between aggression and anxiety, on one hand, and road safety, on the other hand, in Malaysia and Singapore. In addition, in both countries, a weak correlation between perceived driving skills, aggression and anxiety with perceived road safety was found, while a strong correlation exists with traffic risk perception. The findings of this study have been discussed in terms of theoretical, practical and conceptual implications for both scholars and policy-makers to better understand the young drivers’ attitude and behaviour relationship towards road safety measures with a view to future research.     

The perception of fire risk by older people and its impact on relevant fire safety education

Accidents due to ‘fire and flames’ are second only to “falls” as the most important cause of accidental death in the homes of elderly individuals throughout the United Kingdom. This study aims to ascertain whether older people are receiving fire accident advice appropriate to their needs. A questionnaire addressing the issues of risk perception, fire preventative action and access to fire safety information was distributed to 1100 randomly selected members of the ‘Thousand Elders’ (a nation-wide consumer group established by the Centre for Applied Gerontology at The University of Birmingham, comprising people above the age of 50 years). Eight hundred and four questionnaires were returned and were analysed using the Statistical Package for Social Sciences. Fire risk was perceived as far less of an immediate threat than the danger of a personal attack by an intruder in the home. Recognition of fire risk and the effectiveness of fire safety measures did not result directly in safety appliances being fitted. The majority of ‘Elders’ had received no fire-fighting training, yet more than half felt confident in tackling a small fire. Neither did experience of a fire in the home necessarily increase action towards safety precautions. The majority had not been exposed to a fire safety campaign in the past 12 months. On exposure to a campaign, the impact towards fire safety was positive. The educational process should aim to close the gap between the recognition of the need for fire safety precautions and the implementation of fire safety measures. The key to effective fire prevention amongst older people depends upon: Information, Training and Support, i.e., relevant information supported by practical help and subsequent practical training in-situ by trusted community figures.     

Risk Regulation and Consumer Welfare

Health and safety have become major consumer concerns in the 1980s. Major issues focus on who should decide for whom what level of safety and health is appropriate. This paper examines the role of consumers and government in reducing risk. Consideration is given to consumer risk perception and risk response, the need for government intervention, and the various risk evaluation procedures that might be used by government agencies to develop appropriate risk management strategies.     

When do firms invest in offensive and/or defensive marketing?

Market conditions may lead firms to increase offensive marketing activities aimed at attracting new customers, and/or to enhance defensive relationship building intended to retain current customers. Characteristics of the marketing environment are examined, including firms' interest in technology adoption and perceived need to apply it to provide structure for the supply chain, product development, quality control, and social impact. Such indicators relate to the firm's perception of “competitive intensity” in the marketplace. Survey results from 196 manufacturing companies show that technology adoption propensity and competitive intensity are associated with greater investments in offensive marketing activities as well as customer and employee engagement.     

易得性直觉偏差的消费影响及其应对措施

易得性直觉偏差是影响消费的重要因素,它通过影响消费者的主观风险认知来影响其消费行为。在易得性直觉偏差水平不断提高的前提下,我国消费者的主观风险认知变得日益敏锐,并由此降低了消费者的消费驱动力,促使其消费行为回归传统,在一定程度上影响了消费率的提高,不利于我国消费水平的提升。为改善这种状况,应尊重感知风险认知偏差的客观事实,改善民众的主观感受;从消费领域入手,提高消费者的消费信心;减少因经营者主观故意而引起的消费风险,增强经济惩罚的威慑力;顺应消费者感性化消费趋势,树立政府在产品安全管理工作方面的形象。     

Adolescent consumption autonomy: A cross-cultural examination

Adolescents are an important market segment globally not only for their spending power as adolescents but also for their future spending power as adults. One variable that impacts current and future spending power is the degree to which adolescents are autonomous consumers. This study reports on depth interviews conducted with adolescent girls in France and the United States for the purpose of identifying dimensions of adolescent consumption autonomy based on adolescents' perceptions. Four dimensions of adolescent consumption autonomy are identified, including attitudinal, emotional, functional and financial. Similarities and differences between the two cultures are discussed, and implications for marketing and future research are identified.