The perceived risk and the high involvement product purchase: Location-based advertisements using fearful and sensual appeals as risk reduction strategy in condom purchases

Figures & data

Figure 1. Social risk perceived during the condom purchase.

Table 1. Percentage of respondents perceiving embarrassment when purchasing condoms

Statement given	Respondents perceiving purchase embarrassment (N)	% of respondents perceiving purchase embarrassment
Someone I know seeing me at the condom display	132	56
Someone I know seeing me at the cash register	114	48
Anybody seeing me at the condom display	73	31
Anybody seeing me at the cash register	61	26
Standing in front of the cashier	74	31
Not knowing the type of condom to buy	56	24
Not knowing the brand of condom to buy	37	16

Figure 2. Statements that could be rated by the respondents why the fearful and sensual advertisement were reducing perceived purchase embarrassment.