Does Marketing Products as Remedies Create “Get Out of Jail Free Cards”?
Lisa E. Bolton, Joel B. Cohen, Paul N. Bloom
Journal of Consumer Research · 2006 · Volume 33 · Issue 1
Abstract
Our research investigates the marketing of preventive and curative “remedies” (products and services that offer ways of mitigating risk by decreasing either its likelihood or severity). Examples include debt consolidation loans and smoking cessation aids. Like risk-avoidance messages, advertisements for remedies aim to reduce risk—by advocating the use of the branded product or service promoted by the marketer. In a series of experiments, we demonstrate that remedy messages undermine risk perceptions and increase risky behavioral intentions as consumer problem status rises. Ironically, remedies undermine risk avoidance among those most at risk—a boomerang effect with negative consequences for consumer welfare.
Keywords
Perceived Risk, Consumer Welfare/Quality of Life, Drug, Alcohol, or Cigarette Consumption, Health, Nutrition, Safety, Public Policy Issues
Enable JavaScript for citation tools and additional paper interactions.