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Consumer Risk Perceptions in a Community of Reflexive Doubt

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  • Craig J. Thompson

Abstract

Prior studies have shown that consumers often misjudge their health risks owing to a number of well-documented cognitive biases. These studies assume that consumers have (or should have) trust in the expert systems that culturally define safe and risky behaviors. Consequently, this research stream does not address choice situations where consumers have reflexive doubts toward prevailing expert risk assessments and gravitate toward alternative models of risk reduction. This study explores how dissident health risk perceptions are culturally constructed in the natural childbirth community, internalized by consumers as a compelling structure of feeling, and enacted through choices that intentionally run counter to orthodox medical risk-management norms. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Craig J. Thompson, 2005. "Consumer Risk Perceptions in a Community of Reflexive Doubt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 235-248, September.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:2:p:235-248
    DOI: 10.1086/432233
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    Cited by:

    1. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    2. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
    3. Rebecca Scott & Julien Cayla & Bernard Cova, 2017. "Selling Pain to the Saturated Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 22-43.
    4. Mansfield, Becky, 2008. "The social nature of natural childbirth," Social Science & Medicine, Elsevier, vol. 66(5), pages 1084-1094, March.
    5. Bettany, Shona M. & Kerrane, Ben & Hogg, Margaret K., 2014. "The material-semiotics of fatherhood: The co-emergence of technology and contemporary fatherhood," Journal of Business Research, Elsevier, vol. 67(7), pages 1544-1551.
    6. Cait Lamberton & Tom Wein & Andrew Morningstar & Sakshi Ghai, 2024. "Marketing’s role in promoting dignity and human rights: A conceptualization for assessment and future research," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1391-1411, October.
    7. McColl-Kennedy, Janet R. & Cheung, Lilliemay & Coote, Leonard V., 2020. "Tensions and trade-offs in multi-actor service ecosystems," Journal of Business Research, Elsevier, vol. 121(C), pages 655-666.
    8. Seo, Yuri, 2016. "Professionalized consumption and identity transformations in the field of eSports," Journal of Business Research, Elsevier, vol. 69(1), pages 264-272.

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