A Note On Modeling Consumer Reactions To A Crisis

When consumers confronted with the product-related crisis, such as facing a life-threatening food contamination or design defects, what drives their behavior? As the globalization of markets and the media coverage, for consumers and businesses, the crisis have become more frequent and more complex. Crisis management has become increasingly important. Marketer and companies need to understand why consumers would give different response and behavior, and how to react to the crisis. Our research framework of this paper is to illustrate the driven of behavior impact the reaction behavior of the consumer decision-making, thereby further affecting the crisis response strategy. To build a more solid conceptual framework, perceived risk will be broken down into risk attitude and risk perception. It will predict consumer response better. In the event of a food security crisis, the market workers is necessary to understand how and why consumers respond to the crisis. In order to understand how different groups of consumers were affected by risk perception and risk attitude in contaminated milk crisis. At the same time, consumer groups in different regions response differently in contaminated milk crisis.. It also provides answers for the marketing in crisis situations how to handle different parts of the consumer’s.