RISK PERCEPTIONS IN TOBACCO CONSUMPTION PLEASURE: AN INVESTIGATION IN THE CONSUMER BEHAVIOR AREA

Authors

  • Michelle Helena Kovacs Faculdade Integrada do Recife
  • Salomão Alencar de Farias Universidade Federal de Pernambuco
  • Cláudia Ramos de Oliveira Universidade Federal do Paraná

Abstract

The perceived risk has been studied in the marketing literature since its introduction, in 1960 by Bauer, in spite of the importance of this construct in the consumer behavior area. The objective of this study was to investigate the perceived risk construct of the cigarette consumption among smoking and non smoking groups, with the goal to analyze the different perceptions of the risks. Besides that, this investigation studied the differences of perceived benefits of smoking and propensity of taking risks. This investigation used a transversal study with a sample of 390 university students. The results indicated that the smokers perceive less risks of vice, financial, health, social, time and the general risk than the non smoking. Besides that, the smokers perceived more benefits, in special considering smoking as a way to alleviate the tension and relax.

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Author Biographies

Michelle Helena Kovacs, Faculdade Integrada do Recife

Doutoranda em Administração de Empresas pela UFPE/PROPAD. Pesquisadora do COPESQ/FIR (Coordenação de Pó-graduação e Pesquisa) e MKP/UFPE (Centro de Estodos em Mraketing e Pessoas), professora de graduação e de pós-graduação de marketing e comunicação da Faculdade Integrada do Recife – FIR.

Salomão Alencar de Farias, Universidade Federal de Pernambuco

Doutor em Administração pela USP. Atualmente cursando o pós-doutorado em Atlanta (Estados Unidos). Professor pesquisador da Universidade Federal de Pernambuco – UFPE/PROPAD e coordenador do Centro de Estudos em Marketing e Pessoas – MKP.

Cláudia Ramos de Oliveira, Universidade Federal do Paraná

Mestra em Administração de empresas pela Universidade Federal do Paraná.

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Published

2008-07-23

Issue

Vol. 5 No. 2 (2004)

Section

Presentation

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