Full-text resources of CEJSH and other databases are now available in the new Library of Science.
Visit https://bibliotekanauki.pl

Results found: 1

first rewind previous Page / 1 next fast forward last

Search results

Search:
in the keywords:  SOCIAL RISK
help Sort By:

help Limit search:
first rewind previous Page / 1 next fast forward last
1

Social Comparison as a Moderator Between Perceived Social Risk and Purchase Intention

100%
MICHNIUK A., GANSSER O., SCHMITZ S. O.
Communication Today
|
2019
|
vol. 10
|
issue 1
124-141
EN
The study aims to analyse the moderator effect of social comparison, which influences the strength of the relationship between perceived social risk (independent variable) and purchase intention (dependent variable). Next to that, it aims to answer the question whether there are any differences in the effects of trust and perceived social risk on the intention to join a fitness centre when participants are exposed to advertising which depicts a slim model (desired end state) or to advertising portraying a heavy one (undesired end state). The results show that, on the one hand, social comparison influences the strength of the effect of perceived social risk on the intention to join a fitness centre. On the other hand, there is a significant difference and a higher influence of perceived social risk on the intention to join a fitness centre when participants are exposed to a desired end state via advertising.
first rewind previous Page / 1 next fast forward last
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.