How ambivalence makes risky products more appealing | WARC | The Feed
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How ambivalence makes risky products more appealing
Ambivalent attitudes towards “risky” products like e-cigarettes and energy drinks, which have short-term benefits but may have longer-term costs, can increase younger consumers’ interest in purchasing these goods.
This was among the main findings of a working paper from the Marketing Science Institute (MSI), entitled “Hasty or hesitant? The behavioral consequences of adolescents’ and young adults’ ambivalence towards risky products”, and written by Anne Hamby (Bosie State University) and Cristel Russel (Pepperdine University).
Why it matters
Since risky products can have long-term negative consequences, both for the individual consumer and for society as a whole, it is vital...
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