Understanding and Managing Consumer Risk Behavior

J.M.E. Pennings, K. van Ittersum

Research output: Contribution to conferenceConference paperAcademicpeer-review


Abstract 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.
Original languageEnglish
Publication statusPublished - 2004
EventAmerican Agricultural Economics Association - 2004 -
Duration: 1 Aug 20044 Aug 2004


ConferenceAmerican Agricultural Economics Association - 2004

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