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

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Title Consumers' Future Considerations: An Assessment of Risk and Involvement in Social Issues
Author O'Cass, Aron; Griffin, Deborah
Publication Title Proceedings of ANZMAC 2004
Editor Jim Wiley and Peter Thirkell
Year Published 2004
Place of publication Wellington
Publisher ANZMAC
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 indicate that higher involvement and lower perceived risk were significant predictors of pro-social behaviour.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 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.
ISBN 0-475-22215-1
Conference name ANZMAC 2004
Location Wellington
Date From 2004-11-29
Date To 2004-12-01
Date Accessioned 2005-02-16
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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