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Pennings, Joost M.E.; van Ittersum, Koert. |
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. |
Tipo: Conference Paper or Presentation |
Palavras-chave: Risk and Uncertainty. |
Ano: 2004 |
URL: http://purl.umn.edu/20163 |
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