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- Publisher
- SAGE
- Copyright
- © 2001 American Marketing Association
- ISSN
- 0022-2429
- eISSN
- 1547-7185
- DOI
- 10.1509/jmkg.65.3.91.18336
- Publisher site
- See Article on Publisher Site
Abstract
Despite the enormous benefits of early-detection products, consumers are reluctant to use them. The authors explore this reluctance, testing alternative approaches to communicating the consequences of detection behaviors. The results suggest that anecdotal messages are more involving than statistical messages and that positive anecdotes (about gains from screening) are less persuasive than negative anecdotes (about the losses from failing to get screened); positive anecdotes appear to cause a “boomerang” effect. The authors discuss implications for promoting consumer risk-reduction behaviors.
Journal
Journal of Marketing – SAGE
Published: Jul 1, 2001