Special Seminar Series - Part Four: Marketing Perspective
Time and location
Wednesday, 23 September 2020
11am - 12.15pm
WH125, AUT City Campus
About the presenter
Jungkeun Kim and Marilyn Giroux are Senior Lecturers in the Department of Marketing at Auckland University of Technology.
With cases surging worldwide and the uncertainty around the evolution of the COVID-19 pandemic, governments, policymakers, and businesses are trying to address the numerous complications related to this health crisis. The current research offers a timely view by examining how several factors (e.g., communication messages, presentation of information) can alter the level of perceived threat. Furthermore, our studies examine the crucial influence of perceived threat on various consumption behaviours. Our research offers a deeper understanding of how organisations and policymakers can manage the level of perceived threat depending on the desired outcomes and behaviours (e.g., respecting authorities’ recommendations or avoiding stockpiling).