Understanding consumer reactions to product contamination risks after national disasters: The roles of knowledge, experience, and information sources

This study shows that not all consumers intend to decrease purchases of potentially contaminated products after disasters; some rather intend to increase purchases. Purchase intent reductions derive from contamination risk knowledge, which depends on observed behavior of other consumers, objective media information, and past opposition to the technology causing contamination. Technology hazard expertise reinforces the effects of consumers' risk assessments and of past opposition to technology use. By contrast, purchase intent increases derive from empathy and salient social identity shared with disaster victims, which are triggered by affect-laden media exposure, past disaster-related experience, and disaster involvement of consumers' social networks.