Safety First? The Role of Emotion in Safety Product Betrayal Aversion
Consumers often face decisions about whether to purchase products that are intended to protect them from possible harm. However, safety products rarely provide perfect protection and sometimes “betray” consumers by causing the very harm they are intended to prevent. Examples include vaccines that may cause disease and air bags that may explode with such force that they cause death. Expanding research on betrayal aversion, this study examines the role of emotions in consumers’ tendency to choose safety options that provide less overall protection in order to eliminate a very small probability of harm due to safety product betrayal. In five studies we find that betrayal aversion is reduced and safer alternatives are selected when factors that dampen the emotional response to potential betrayals are introduced or taken into account. These factors include changing the betrayal from an action to an omission (study 1), introducing positive imagery (study 2), introducing visual representations of risk (study 3), making the decision for another rather than oneself (study 4), and intuitive thinking style (study 5).
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
When requesting a correction, please mention this item's handle: RePEc:ucp:jconrs:doi:10.1086/658883. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Journals Division)
If references are entirely missing, you can add them using this form.