英文文献:Understanding And Managing Consumer Risk Behavior-理解和管理消费者的风险行为
英文文献作者:Pennings, Joost M.E.,van Ittersum, Koert
英文文献摘要:
We present a conceptual framework for policy makers to analyze consumer behavior in times of crisis. The framework provides policy makers and the agricultural industry with a tool to structure the discussion on how to communicate crises to consumers and serves as a basis for concrete marketing policy. The merits of this conceptualization are illustrated in a field study that examines the reactions of German, Dutch, and American consumers to the BSE (Mad Cow Disease) crisis.
我们提出了一个概念框架,供决策者分析危机时期的消费者行为。该框架为决策者和农业产业提供了一个工具,以组织如何向消费者传达危机的讨论,并作为具体营销政策的基础。这一概念的优点在一项考察德国、荷兰和美国消费者对疯牛病危机反应的实地研究中得到了说明。