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Nudging to Reduce the Perceived Threat of Coronavirus and Stockpiling Intention
Journal of Advertising ( IF 6.528 ) Pub Date : 2020-08-29 , DOI: 10.1080/00913367.2020.1806154
Jungkeun Kim 1 , Marilyn Giroux 1 , Hector Gonzalez-Jimenez 2 , Seongsoo Jang 3 , Seongseop (Sam) Kim 4 , Jooyoung Park 5 , Jae-Eun Kim 6 , Jacob C. Lee 7 , Yung Kyun Choi 7
Affiliation  

Abstract

Prior research in behavioral economics has examined the effects of nudging and the diverse aspects of choice on individuals’ decisions and behaviors. Based on this premise, the current research offers a novel and timely view by examining how communication messages in public service advertisements (PSAs) can alter the perception of threat under uncertain situations such as the SARS-CoV-2 coronavirus pandemic. This article investigates the role of additional relative statistical information on the perception of threat and stockpiling intention. First, we examine whether there is a reduction in the perceived threat of the coronavirus if information about the potential severity of an alternative threat (car accidents) is activated, when compared to offering only statistics on the disease caused by SARS-CoV-2, which is known as COVID-19. Furthermore, we established the mediating role of a perceived threat in consumers’ decisions and behavior in times of severe crisis. This suggests that organizations and policymakers can influence individuals by increasing or decreasing their perceived level of threat depending on the desired outcomes (e.g., respecting authorities’ recommendations or avoiding stockpiling). This research offers a deeper understanding of how consumers can be “nudged” toward desired behavior in the context of public health and safety.



中文翻译:

减少可感知的冠状病毒威胁和储存意图的疏导

摘要

先前关于行为经济学的研究已经检验了n碰和选择的不同方面对个人决策和行为的影响。在此前提下,当前的研究通过检查公共服务广告(PSA)中的通信消息如何改变诸如SARS-CoV-2冠状病毒大流行等不确定情况下的威胁感知,提供了新颖而及时的观点。本文研究了其他相关统计信息对威胁和储存意图的感知的作用。首先,与仅提供有关SARS-CoV-2引起的疾病的统计数据相比,如果激活了有关其他威胁(车祸)的潜在严重性的信息,我们将检查是否可减少冠状病毒的感知威胁。这就是所谓的COVID-19。此外,在严重危机时期,我们建立了感知威胁在消费者决策和行为中的中介作用。这表明组织和政策制定者可以根据期望的结果(例如,遵守有关当局的建议或避免积蓄),通过增加或减少个人对威胁的感知程度来影响个人。这项研究对在公共卫生和安全的背景下如何将消费者“推向”期望的行为提供了更深入的了解。尊重当局的建议或避免积压)。这项研究对在公共卫生和安全的背景下如何将消费者“推向”期望的行为提供了更深入的了解。尊重当局的建议或避免积压)。这项研究对在公共卫生和安全的背景下如何将消费者“推向”期望的行为提供了更深入的了解。

更新日期:2020-08-29
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