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Marketing the use of headgear in high contact sports

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  • Doust, Negin Ahmadi Saber
  • van Esch, Patrick
  • Kemper, Joya
  • Franklin, Drew
  • Casserly, Shane

Abstract

High contact sports have gained popularity among consumers, who often seek thrills and the feeling of invincibility by risking their well-being. One major health risk associated with these sports is head injuries, including trauma, concussion, and sleep disruption. In this research, we investigate the effect of consumers’ product choice difficulty on their health risk assessments. We illustrate a novel mediating route by documenting how and when choice maximization can help consumers make the optimal choice when faced with the many products available in the market. To aid their decisions, consumers require communication about the health benefits of the product (first-stage boundary condition) but not at the expense of reducing their game-playing enjoyment (second-stage boundary condition). The paper concludes with contributions to and implications for theory and practice and a research agenda to guide future inquiries in this under-researched area.

Suggested Citation

  • Doust, Negin Ahmadi Saber & van Esch, Patrick & Kemper, Joya & Franklin, Drew & Casserly, Shane, 2021. "Marketing the use of headgear in high contact sports," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    • Handle: RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314156
    DOI: 10.1016/j.jretconser.2020.102407
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    References listed on IDEAS

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    1. Hu, Qian & Pan, Zhao, 2023. "Can AI benefit individual resilience? The mediation roles of AI routinization and infusion," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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