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Consumer reaction to product recalls: factors influencing product judgement and behavioural intentions
Author(s) -
De Matos Celso Augusto,
Rossi Carlos Alberto Vargas
Publication year - 2007
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2006.00499.x
Subject(s) - judgement , product (mathematics) , corporate social responsibility , order (exchange) , psychology , blame , marketing , advertising , business , social psychology , mathematics , political science , public relations , geometry , finance , law
In order to evaluate the factors influencing consumers’ responses to product recalls, two surveys were conducted among Brazilian automobile owners and two regression models tested. Results indicated that (i) product judgement was significantly affected by corporate social responsibility (CSR), blame attributed to the company and whether or not consumers had a car made by the brand considered; and (ii) behavioural intentions were significantly affected by CSR, consumers’ involvement with the message, perceived danger, product judgement and whether or not consumers had a car made by the brand considered. Findings revealed, however, that CSR is a better predictor of the product judgement than of the behavioural intentions, in accordance with recent studies indicating that CSR affects consumer judgements and behaviour differently. Finally, these two models are discussed and compared with previous research.