Health Risk Perceptions and Consumer Psychology

27 Pages Posted: 22 Nov 2006

See all articles by Geeta Menon

Geeta Menon

New York University - Stern School of Business

Priya Raghubir

University of California, Berkeley - Marketing Group

Nidhi Agrawal

Northwestern University - Kellogg School of Management

Date Written: September 1, 2006

Abstract

This chapter outlines recent developments in the consumer psychology literature examining people's health-related risk perceptions. We first define risk, and discuss the importance of studying risk perceptions in the health domain. We integrate extant models proposed in social and health psychology and build a theoretical model for examining risk perceptions. We then describe the model in terms of the antecedents of health risk perceptions (e.g., motivational, cognitive, affective, contextual, and individual differences), their consequences (e.g., awareness and interest in the health hazard, trial and adoption of precautions or medical treatments, and subsequent behavior in terms of continued adoption or repetition, and word-of-mouth/recommendations of precautionary steps or treatments), and the factors that moderate the link between these two (e.g., financial, performance, psycho-social, and physiological risk). A primary contribution of our approach is to suggest that eliciting risk perceptions serves a persuasive role besides a measurement role, leading to the provocative question as to whether marketers should knowingly leverage their knowledge of how consumers assess risk to encourage behaviors leading to a healthier lifestyle. Implications for public policy makers, consumer welfare advocates, and commercial marketing companies are also discussed.

Suggested Citation

Menon, Geeta and Raghubir, Priya and Agrawal, Nidhi, Health Risk Perceptions and Consumer Psychology (September 1, 2006). Available at SSRN: https://ssrn.com/abstract=945673 or http://dx.doi.org/10.2139/ssrn.945673

Geeta Menon (Contact Author)

New York University - Stern School of Business ( email )

Tisch Hall, 40 W 4 St
#806
New York, NY 10012
United States

HOME PAGE: http://www.stern.nyu.edu/~gmenon

Priya Raghubir

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States
510-643-1899 (Phone)
510-643-1420 (Fax)

Nidhi Agrawal

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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