Abstract
An understanding of consumer behaviour has been vital for any context in the marketing discipline. Particularly, in the case of health care marketing, the exploration of consumers’ risk-taking behaviour and decision making under uncertainty contributes to successful marketing efforts towards desirable health behaviours, such as smoking cessation. This paper examines the simultaneous, dual effect of perceived risk on smoking cessation intention by introducing a new framework of consumer behavioural intentions including two dimensions of perceived risk, the “risk not to quit” and the “risk to quit” smoking. The model is tested by means of a survey among adult smokers in Greece, using SEM. According to the research findings, the two dimensions of perceived risk have a direct, but contradicting to each other, effect on smoking cessation intention. This effect should be taken into account by practitioners, both health care organizations and companies that market substitutes for smoking.
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Chaniotakis, I.E., Soureli, M., Valakas, I., Lymperopoulos, C. (2015). The Dark Side Effect of Perceived Risk on Smoking Cessation: Exploring Two Contradicting Risk Dimensions. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_30
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DOI: https://doi.org/10.1007/978-3-319-18687-0_30
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