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Influence of information about specific absorption rate (SAR) upon customers' purchase decisions and safety evaluation of mobile phones.

Journal Article


Abstract


  • This study investigated whether the SAR value is a purchase-relevant characteristic of mobile phones for laypersons and what effect the disclosure of a precautionary SAR value has on laypersons' risk perception. The study consisted of two parts: Study part 1 used a conjoint analysis design to explore the relevance of the SAR value and other features of mobile phones for an intended buying decision. Study part 2 used an experimental, repeated measures design to examine the effect of the magnitude of SAR values and the disclosure of a precautionary SAR value on risk perception. In addition, the study included an analysis of prior concerns of the study participants with regard to mobile phone risks. Part 1 indicates that the SAR value has a high relevance for laypersons' purchase intentions. In the experimental purchase setting it ranks even before price and equipment features. The results of study part 2 show that providing information of a precautionary limit value does not influence risk perception. This result suggests that laypersons' underlying subjective "safety model" for mobile phones resembles more a "margin of safety" concept than a threshold concept. The latter observation holds true no matter how concerned the participants are.

UOW Authors


  •   Wiedemann, Peter (external author)

Publication Date


  • 2008

Citation


  • Wiedemann, P. M., Sch��tz, H., & Clauberg, M. (2008). Influence of information about specific absorption rate (SAR) upon customers' purchase decisions and safety evaluation of mobile phones.. Bioelectromagnetics, 29(2), 133-144. doi:10.1002/bem.20371

Web Of Science Accession Number


Start Page


  • 133

End Page


  • 144

Volume


  • 29

Issue


  • 2

Place Of Publication


Abstract


  • This study investigated whether the SAR value is a purchase-relevant characteristic of mobile phones for laypersons and what effect the disclosure of a precautionary SAR value has on laypersons' risk perception. The study consisted of two parts: Study part 1 used a conjoint analysis design to explore the relevance of the SAR value and other features of mobile phones for an intended buying decision. Study part 2 used an experimental, repeated measures design to examine the effect of the magnitude of SAR values and the disclosure of a precautionary SAR value on risk perception. In addition, the study included an analysis of prior concerns of the study participants with regard to mobile phone risks. Part 1 indicates that the SAR value has a high relevance for laypersons' purchase intentions. In the experimental purchase setting it ranks even before price and equipment features. The results of study part 2 show that providing information of a precautionary limit value does not influence risk perception. This result suggests that laypersons' underlying subjective "safety model" for mobile phones resembles more a "margin of safety" concept than a threshold concept. The latter observation holds true no matter how concerned the participants are.

UOW Authors


  •   Wiedemann, Peter (external author)

Publication Date


  • 2008

Citation


  • Wiedemann, P. M., Sch��tz, H., & Clauberg, M. (2008). Influence of information about specific absorption rate (SAR) upon customers' purchase decisions and safety evaluation of mobile phones.. Bioelectromagnetics, 29(2), 133-144. doi:10.1002/bem.20371

Web Of Science Accession Number


Start Page


  • 133

End Page


  • 144

Volume


  • 29

Issue


  • 2

Place Of Publication