Negative Marketing Effects on Utilization of Unsafe Products
DOI:
https://doi.org/10.52633/jms.v2i2.31Keywords:
Unsafe Products, Negative Marketing, Social Norms, Health impact on BystandersAbstract
Firms that intend to be ethically responsible for producing and promoting products that are counted as unsafe products. These products are not physically, socially, or ethically safe as they create significant risk or injury to the person who consumes or uses them. It not only harms the person but also the others in the surrounding and cause damage to society. These include cigarettes, cigars, and pipe tobacco made from dried tobacco leaves, which have a health impact on bystanders. Similarly, a firm's attempt to put efforts aimed at discouraging (not destroying) the demand for such products and indulges in negative marketing. Common negative marketing strategies include higher prices, scaled-down advertising, and product redesign. This paper is quantitative in nature and attempts to investigate the impact of negative marketing practices on unsafe products. The findings of the study will be useful for marketers to understand consumer behavior and attitude towards negative marketing strategies.
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