Understanding And Managing Consumer Risk Behavior
We present a conceptual framework for policy makers to analyze consumer behavior in times of crisis. The framework provides policy makers and the agricultural industry with a tool to structure the discussion on how to communicate crises to consumers and serves as a basis for concrete marketing policy. The merits of this conceptualization are illustrated in a field study that examines the reactions of German, Dutch, and American consumers to the BSE (Mad Cow Disease) crisis.
|Date of creation:||2004|
|Date of revision:|
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- Joost M.E. Pennings & Philip Garcia, 2001. "Measuring Producers' Risk Preferences: A Global Risk-Attitude Construct," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(4), pages 993-1009.
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- Joost M. E. Pennings, 2004. "Channel Contract Behavior: The Role of Risk Attitudes, Risk Perceptions, And Channel Members' Market Structures," The Journal of Business, University of Chicago Press, vol. 77(4), pages 697-724, October.
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