TITLE:
Message Strategy Effects for Risk-Reduction Campaigns during Health Crises
AUTHORS:
Amir Heiman, Jacob Hornik, Oded Lowengart
KEYWORDS:
Message Appeal; Message Framing; Crises Management; Market-Level Data
JOURNAL NAME:
Journal of Service Science and Management,
Vol.5 No.1,
March
28,
2012
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.