Is having accurate knowledge necessary for implementing safe practices? A consumer folk theories-of-mind perspective on the impact of price

Purpose – The purpose of this research is to increase consumer safety by providing insights about the linkage between consumer knowledge, price perception and safety intentions. Drawing from the expanded societal view of marketing, this model aims to further understanding of the connection between consumer education and safety from a folk theories-of-mind perspective. Design/methodology/approach – This paper utilizes a phased, mixed-methods and interdisciplinary approach which blends transportation research and marketing. First, a qualitative inquiry of 151 comments regarding child safety seats was conducted. Next, using the key themes and concepts, a quantitativemodelwas derived and a proposed structural equationmodel on a sample of 217 respondents was tested. Findings – Although consumers understand the importance of child safety seats and the ample potential harms associated with their misuse, this paper contributes to existing literature by showing that a high perceived price can offset potential experience with them, attitude toward them and future use of them. Practical implications – Integrated marketing campaigns to increase safety practices regarding child safety can be framed from a “cost of a life” rather than a “cost of a seat” perspective. Originality/value – This research contributes by highlighting the importance of perceived price as it weighs against safety in a quantitative model, showing that consumer education can increase usage The authors acknowledge the helpful comments and suggestions received from Arch G. Woodside, Boston College; Dhruv Grewal, Babson College; Dipayan Biswas, University of South Florida; and Michael LaTour, Cornell University. They also thank the Nevada Department of Public Safety, Of ce of Traf c Safety and the Lee Business School at University of Nevada, Las Vegas, for their generous support. The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0309-0566.htm Consumer folk theoriesof-mind perspective