広告におけるリスクコミュニケーションの影響 : 生命保険の場合

抄録

Consumers base many decisions on information obtained from advertisements. For governmental advertisements, informations on risk communication has been found to create a favorable impressions on consumers. This study investigates risk communication in insurance advertisements. First, consumers' general attitudes toward advertisements were ascertained using a questionnaire. Based on the results, two types of advertisements were made. One informs only the merits of the product; the other advertisement included informations on risk communication (demerit points). The majority of the subjects preferred the second type. Thus, not only for governmental advertisements but also for commercial ones, advertisements that include information on risk communication are preferred.