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

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    26289_1.pdf (125.8Kb)
    Author(s)
    O'Cass, Aron
    Griffin, Deborah
    Griffith University Author(s)
    Griffin, Deborah
    Year published
    2004
    Metadata
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    Abstract
    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 ...
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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 indicate that higher involvement and lower perceived risk were significant predictors of pro-social behaviour.
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    Conference Title
    Proceedings of ANZMAC 2004
    Publisher URI
    https://anzmac.wildapricot.org
    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.
    Publication URI
    http://hdl.handle.net/10072/2348
    Collection
    • Conference outputs

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