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Full-Text Articles in Social and Behavioral Sciences
Safety First? The Role Of Emotion In Safety Product Betrayal Aversion, Jonathan Koehler, Andrew D. Gershoff
Safety First? The Role Of Emotion In Safety Product Betrayal Aversion, Jonathan Koehler, Andrew D. Gershoff
Faculty Working Papers
Consumers often face decisions about whether to purchase products that are intended to protect them from possible harm. However, safety products rarely provide perfect protection and sometimes "betray" consumers by causing the very harm they are intended to prevent. Examples include vaccines that may cause disease and air bags that may explode with such force that they cause death. Expanding research on betrayal aversion, this study examines the role of emotions in consumers' tendency to choose safety options that provide less overall protection in order to eliminate a very small probability of harm due to safety product betrayal. In five …