Marketing the use of headgear in high contact sports

Negin Ahmadi Saber Doust, Patrick van Esch, Joya Kemper, Drew Franklin and Shane Casserly

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: High contact sports have gained popularity among consumers, who often seek thrills and the feeling of invincibility by risking their well-being. One major health risk associated with these sports is head injuries, including trauma, concussion, and sleep disruption. In this research, we investigate the effect of consumers’ product choice difficulty on their health risk assessments. We illustrate a novel mediating route by documenting how and when choice maximization can help consumers make the optimal choice when faced with the many products available in the market. To aid their decisions, consumers require communication about the health benefits of the product (first-stage boundary condition) but not at the expense of reducing their game-playing enjoyment (second-stage boundary condition). The paper concludes with contributions to and implications for theory and practice and a research agenda to guide future inquiries in this under-researched area.

Keywords: Risk assessment; Choice difficulty; Choice maximization; Game-playing enjoyment; Headgear; Health benefits; High contact sports (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314156

DOI: 10.1016/j.jretconser.2020.102407

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