Rejections Make the Heart Grow Fonder: The Benefits of Articulating Risks When Declining Social Invitations.

Autor:	Wilson, Anne, Whillans, Ashley, Schlager, Tobias
Předmět:	RISK communication EXTERNALITIES BRANDING (Marketing) COVID-19
Zdroj:	Journal of the Association for Consumer Research; Jan2022, Vol. 7 Issue 1, p124-132, 9p
Abstrakt:	Across six studies (N = 3 , 591), we explore the interpersonal consequences of COVID-19 risk communication when rejecting social invitations. In study 1, consumers underestimate the benefits and overestimate the social costs of explicitly rejecting social invitations for risk-related reasons. In studies 2a and 2b, consumers are more likely to communicate risk when they are focused on welfare (vs. social) concerns. In studies 3a and 3b, we replicate and extend these results in the context of actual social invitations. In study 4, we observe similar effects in a consumer context, showing the positive benefit of risk communications by brands. Together, these results highlights the unexpected benefits of COVID-19 risk communication. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
Externí odkaz:	Zobrazit plný text záznamu Plný text ve formátu HTML
Nepřihlášeným uživatelům se plný text nezobrazuje	K zobrazení výsledku je třeba se přihlásit.