TY - JOUR
T1 - Nudging to Reduce the Perceived Threat of Coronavirus and Stockpiling Intention
AU - Kim, Jungkeun
AU - Giroux, Marilyn
AU - Gonzalez-Jimenez, Hector
AU - Jang, Seongsoo
AU - Kim, Seongseop
AU - Park, Jooyoung
AU - Kim, Jae Eun
AU - Lee, Jacob C.
AU - Choi, Yung Kyun
N1 - Funding Information:
We want to acknowledge the loss of Fausta Diaz Rosado, the grandmother of our co-author Hector Gonzalez-Jimenez. Fausta was a victim of the coronavirus and sadly passed away while the write-up of the manuscript was being finalized.
Publisher Copyright:
© Copyright © 2020, American Academy of Advertising.
PY - 2020/12
Y1 - 2020/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85089964214&partnerID=8YFLogxK
U2 - 10.1080/00913367.2020.1806154
DO - 10.1080/00913367.2020.1806154
M3 - Journal article
AN - SCOPUS:85089964214
SN - 0091-3367
VL - 49
SP - 633
EP - 647
JO - Journal of Advertising
JF - Journal of Advertising
IS - 5
ER -