The Impact of Communication Information on the Perceived Threat of COVID-19 and Stockpiling Intention. Issue 1 (February 2023)

• Record Type: Journal Article
• Authors: Giroux, Marilyn; Park, Jooyoung; Kim, Jae-Eun; Choi, Yung Kyun; Lee, Jacob C.; Kim, Seongseop (Sam); Jang, Seongsoo; Gonzalez-Jimenez, Hector; Kim, Jungkeun
• Is Part Of: Australasian marketing journal. Volume 31:Issue 1(2023)
• Page Start: 60
• Page End: 70
• Publication Date: 2023-02
• Subjects: COVID-19 -- threat -- nudging -- socioeconomic status -- stockpiling; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1177/18393349211028670
• Languages: English
• ISSNs: 1441-3582

Abstract

This article investigates the role of diverse nudging communication strategies on perceived threat and stockpiling intention. Across three studies, the authors examined the various effects of "nudging" on consumer behavior. Study 1 demonstrates that a commonly used picture has a stronger impact on perceived threat than a less frequently exposed picture regardless of its accuracy. Study 2 shows that the perceived threat of COVID-19, in terms of severe health consequences, is lower when using an indirect (vs. direct) explanation of the virus, as well as when reducing the amount of information about the virus. Study 3 investigates the impact of salient negative information and childhood socioeconomic status (SES). Findings reveal that negative information about deaths associated with the virus increases the level of perceived threat and stockpiling intention, especially among people of low childhood SES.