Influence of information about specific absorption rate (SAR) upon customers' purchase decisions and safety evaluation of mobile phones |
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Authors: | Wiedemann Peter M Schütz Holger Clauberg Martin |
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Institution: | Research Centre Jülich, Institute of Neurosciences and Biophysics, Programme Group Humans, Environment, Technology, Jülich, Germany. |
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Abstract: | This study investigated whether the SAR value is a purchase-relevant characteristic of mobile phones for laypersons and what effect the disclosure of a precautionary SAR value has on laypersons' risk perception. The study consisted of two parts: Study part 1 used a conjoint analysis design to explore the relevance of the SAR value and other features of mobile phones for an intended buying decision. Study part 2 used an experimental, repeated measures design to examine the effect of the magnitude of SAR values and the disclosure of a precautionary SAR value on risk perception. In addition, the study included an analysis of prior concerns of the study participants with regard to mobile phone risks. Part 1 indicates that the SAR value has a high relevance for laypersons' purchase intentions. In the experimental purchase setting it ranks even before price and equipment features. The results of study part 2 show that providing information of a precautionary limit value does not influence risk perception. This result suggests that laypersons' underlying subjective "safety model" for mobile phones resembles more a "margin of safety" concept than a threshold concept. The latter observation holds true no matter how concerned the participants are. |
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Keywords: | specific absorption rate perception of risk radio‐frequency electromagnetic fields precaution |
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