UNDERSTANDING AND MANAGING CONSUMER RISK BEHAVIOR

Joost Pennings () and Koert van Ittersum

No 20163, 2004 Annual meeting, August 1-4, Denver, CO from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: We present a conceptual framework for policy makers to analyze consumer behavior in times of crisis. The framework provides policy makers and the agricultural industry with a tool to structure the discussion on how to communicate crises to consumers and serves as a basis for concrete marketing policy. The merits of this conceptualization are illustrated in a field study that examines the reactions of German, Dutch, and American consumers to the BSE (Mad Cow Disease) crisis.

Keywords: Risk; and; Uncertainty (search for similar items in EconPapers)
Pages: 25
Date: 2004
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea04:20163

DOI: 10.22004/ag.econ.20163

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