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Message Strategy Effects for Risk-Reduction Campaigns during Health Crises
Department of Agricultural Management, Hebrew University, Rehovot, Israel
Peres Academic Center, Rehovot, Israel; 3School of Management, Tel-Aviv University, Tel-Aviv, Israel
Guilford Glazer School of Business, Ben-Gurion University, Beer-Sheva, Israel
- 1 Department of Agricultural Management, Hebrew University, Rehovot, Israel
- 2 Peres Academic Center, Rehovot, Israel; 3School of Management, Tel-Aviv University, Tel-Aviv, Israel
- 3 Guilford Glazer School of Business, Ben-Gurion University, Beer-Sheva, Israel
Journal of Service Science and Management·Volume 05 (2012)·Pages 77–86·Published 28 March 2012·DOI10.4236/jssm.2012.51010
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Abstract
Advertising campaigns carried out by firms post-health crises have been well documented in the literature, but the results, in terms of their effectiveness in recovering demand, are mixed. This paper examines the effect of risk-framed message appeal (aimed at reducing uncertainty about a product by elaborating upon new safety controls) on reductions in losses resulting from crises in comparison. The article develops a model that accounts for the effects of health crises and advertising with different information on sales. Using real market data, the study empirically shows that the choice of a risk-reduction advertising campaign has no significant on sales.
KeywordsMessage AppealMessage FramingCrises ManagementMarket-Level Data
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