Why comply? Risk and efficacy perceptions drive compliance in mass marketing scams
Stacey Wood1, David Hengerer2, Yaniv Hanoch3
1Psychology, Scripps College, Claremont, California, USA.
Journal of Elder Abuse & Neglect
|April 12, 2023
Summary
Consumers’ self-efficacy beliefs influence their susceptibility to mass marketing scams (MMS). Understanding these factors helps in developing better consumer protection strategies against deceptive marketing practices.
Area of Science:
- Consumer Psychology
- Behavioral Economics
- Risk Perception
Background:
- Mass marketing scams (MMS) pose a significant threat to consumers.
- Understanding factors influencing consumer vulnerability to scams is crucial for developing effective interventions.
Purpose of the Study:
- To examine participants' willingness to respond to mass marketing scams (MMS).
- To investigate the effects of age, communication style, reward sensitivity, and activation fees on scam response intentions.
- To explore the role of perceived self-efficacy in mediating responses to scams.
Main Methods:
- A mixed-method design combining quantitative experiments and qualitative analysis.
- Experiment 1: Investigated age and letter style effects on response intention.
- Experiment 2: Manipulated reward amounts and activation fees to assess reward sensitivity.
Main Results:
- Response intention was negatively associated with perceived risk.
- Higher education levels correlated with greater perception of benefits.
- Activation fees reduced contact intent, though response rates remained substantial.
- Perceived self-efficacy significantly predicted perceptions of risk and benefit.
Conclusions:
- Consumers' beliefs in their ability to control interaction outcomes are key determinants of their behavior towards MMS.
- Interventions should focus on enhancing consumer self-efficacy to mitigate scam susceptibility.
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