Restrict, clean and protect: Signaling consumer safety during the pandemic and beyond

• Main Authors: BOVE, Liliana L., BENOIT, Sabine
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2020
• Subjects: Signaling theory; Signals; Risk perceptions; Consumers; Safety; COVID-19; Coronavirus; Pandemics; Marketing; Public Health; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7585; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8584/viewcontent/RestrictCleanProtect_2020JoSM_av_cc_by_nc.pdf
• Institution: Singapore Management University

Purpose: Since the outbreak of the COVID-19 pandemic, customers fear for their health when interacting with service providers. To mitigate this fear service providers are using safety signals directed to consumers and other stakeholders who make organizational assessments. The purpose of this articl...