Consumers' Future Considerations: An Assessment of Risk and Involvement in Social Issues

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Author(s)
O'Cass, Aron
Griffin, Deborah
Griffith University Author(s)
Year published
2004
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The growing social issues facing many societies, raises serious questions about how best to address them. One such approach that has been heavily relied on over many years has been social marketing. However, questions still remain about how best to understand individual and their compliance or non-compliance with social marketing messages and campaigns. This study focuses on an examination of three individual characteristics (involvement, perceived risk and consideration of future consequences) and their relationships and differences across those who comply with the pro-social behaviour being marketed. The results ...
View more >The growing social issues facing many societies, raises serious questions about how best to address them. One such approach that has been heavily relied on over many years has been social marketing. However, questions still remain about how best to understand individual and their compliance or non-compliance with social marketing messages and campaigns. This study focuses on an examination of three individual characteristics (involvement, perceived risk and consideration of future consequences) and their relationships and differences across those who comply with the pro-social behaviour being marketed. The results indicate that higher involvement and lower perceived risk were significant predictors of pro-social behaviour.
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View more >The growing social issues facing many societies, raises serious questions about how best to address them. One such approach that has been heavily relied on over many years has been social marketing. However, questions still remain about how best to understand individual and their compliance or non-compliance with social marketing messages and campaigns. This study focuses on an examination of three individual characteristics (involvement, perceived risk and consideration of future consequences) and their relationships and differences across those who comply with the pro-social behaviour being marketed. The results indicate that higher involvement and lower perceived risk were significant predictors of pro-social behaviour.
View less >
Conference Title
Proceedings of ANZMAC 2004
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Copyright Statement
© The Author(s) 2004. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.