Socially-activated Warning Labels

In this project, I am pursuing a curious finding from my JPPM paper which ranked social cues and pre-activation of the message in higher effectiveness than label elements and characteristics. I am experimenting with such contextual factors as social factors and pre-activation to moderate compliance rates for a warning label. In the current set of experiments, I am designing studies that focus on the effect of warning messages with social cues vs. individual health-related cues. I measure consumer’s self-correcting behaviour within social consumption contexts. This research is in experimental design phase. Target publication: Journal of Business Ethics.