The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing from the expanded societal view of marketing, this model aims to further understanding of the connection between consumer education and safety from a folk theories-of-mind perspective.
This paper utilizes a phased, mixed-methods and interdisciplinary approach which blends transportation research and marketing. First, a qualitative inquiry of 151 comments regarding child safety seats was conducted. Next, using the key themes and concepts, a quantitative model was derived and a proposed structural equation model on a sample of 217 respondents was tested.
Although consumers understand the importance of child safety seats and the ample potential harms associated with their misuse, this paper contributes to existing literature by showing that a high perceived price can offset potential experience with them, attitude toward them and future use of them.
Integrated marketing campaigns to increase safety practices regarding child safety can be framed from a “cost of a life” rather than a “cost of a seat” perspective.
This research contributes by highlighting the importance of perceived price as it weighs against safety in a quantitative model, showing that consumer education can increase usage intentions for critical products and offering a mixed-methods, interdisciplinary approach to reduce framing biases and address a topic of significant societal concern.
The authors acknowledge the helpful comments and suggestions received from Arch G. Woodside, Boston College; Dhruv Grewal, Babson College; Dipayan Biswas, University of South Florida; and Michael LaTour, Cornell University. They also thank the Nevada Department of Public Safety, Office of Traffic Safety and the Lee Business School at University of Nevada, Las Vegas, for their generous support.
Krishen, A., Agarwal, S. and Kachroo, P. (2016), "Is having accurate knowledge necessary for implementing safe practices? A consumer folk theories-of-mind perspective on the impact of price", European Journal of Marketing, Vol. 50 No. 5/6, pp. 1073-1093. https://doi.org/10.1108/EJM-01-2015-0027Download as .RIS
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