Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/88193
| Title: | Nudging to reduce the perceived threat of coronavirus | Authors: | Kim, J Giroux, M GonzalezJimenez, H Jang, S Kim, S Park, J Kim, JE Lee, JC Choi, YK |
Issue Date: | 2020 | Source: | Journal of advertising, Published online: 29 Aug 2020, p. 1-15, https://doi.org/10.1080/00913367.2020.1806154 | Abstract: | Prior research in behavioral economics has examined the effects of nudging and the diverse aspects of choice on individuals’ decisions and behaviors. Based on this premise, the current research offers a novel and timely view by examining how communication messages in public service advertisements (PSAs) can alter the perception of threat under uncertain situations such as the SARS-CoV-2 coronavirus pandemic. This article investigates the role of additional relative statistical information on the perception of threat and stockpiling intention. First, we examine whether there is a reduction in the perceived threat of the coronavirus if information about the potential severity of an alternative threat (car accidents) is activated, when compared to offering only statistics on the disease caused by SARS-CoV-2, which is known as COVID-19. Furthermore, we established the mediating role of a perceived threat in consumers’ decisions and behavior in times of severe crisis. This suggests that organizations and policymakers can influence individuals by increasing or decreasing their perceived level of threat depending on the desired outcomes (e.g., respecting authorities’ recommendations or avoiding stockpiling). This research offers a deeper understanding of how consumers can be “nudged” toward desired behavior in the context of public health and safety. | Publisher: | Routledge, Taylor & Francis Group | Journal: | Journal of advertising | ISSN: | 0091-3367 | EISSN: | 1557-7805 | DOI: | 10.1080/00913367.2020.1806154 |
| Appears in Collections: | Journal/Magazine Article |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 88193_link.htm | Interim Free E-Resources | 125 B | HTML | View/Open |
Access
View full-text via PolyU eLinks 
Page views
76
Citations as of May 22, 2022
Downloads
27
Citations as of May 22, 2022
SCOPUSTM
Citations
28
Citations as of May 27, 2022
WEB OF SCIENCETM
Citations
24
Citations as of May 26, 2022
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.