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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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Listed:
  • Ivy E.D. Schultz
  • Michelle H. Kovacs
  • Dirk P. Janssen

Abstract

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.

Suggested Citation

  • Ivy E.D. Schultz & Michelle H. Kovacs & Dirk P. Janssen, 2016. "The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1254387-125, December.
    • Handle: RePEc:taf:oabmxx:v:3:y:2016:i:1:p:1254387
    DOI: 10.1080/23311975.2016.1254387
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    References listed on IDEAS

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    1. Dahl, Darren W & Manchanda, Rajesh V & Argo, Jennifer J, 2001. "Embarrassment in Consumer Purchase: The Roles of Social Presence and Purchase Familiarity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 473-481, December.
    2. Dmitri Byzalov & Ron Shachar, 2004. "The Risk Reduction Role of Advertising," Quantitative Marketing and Economics (QME), Springer, vol. 2(4), pages 283-320, December.
    3. Dahl, D.W. & Gorn, G.J. & Weinberg, C.B., 1999. "Encouraging use of coupons to stimulate condom purchase," American Journal of Public Health, American Public Health Association, vol. 89(12), pages 1866-1869.
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