Risk Marketing
Résumé
In a modern world increasingly perceived as uncertain, the mere purchase of a household cleaning product, or a seemingly harmless bottle of milk, conveys interrogations about potential hazards, from environmental to health impacts. How did this general public concern for risk catch the attention of marketing science and practice? We have examined some fifty years of marketing management literature as well as risk specialized literature. We feel that consumer research could benefit more widely from psychological and evolutionary-grounded risk theories. We suggest that consumer profiles could be enriched by risk-taking attitudes, that risk perception could be part of the 'reason why' of brand positioning, and that brand communication could benefit from a targeted use of risk perception biases. More precisely, we propose to build perceptual maps describing people on both aspiration and risk attitude axis, and to design communication tools according to psychological research on message framing and biases.
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