Skip to main content
Log in

Airline safety: Perceived and actual

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

This study investigated how the American traveler perceives U.S. and foreign airlines in terms of safety, and compared that perception to the actual safety records of the same airlines. In addition, the relation of the respondents' ethnic origin and safety perceptions was examined. Results indicate that 1) there is a substantial portion of the population that favors U.S. airlines regardless of individual ethnic origin, 2) of those individuals who do not favor U.S. airlines there is a significant relationship between ethnic origin and the carrier's country of origin, and 3) there exists a considerable misperception of airline safety.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Similar content being viewed by others

References

  • Bauer, Raymond A. “Risk Handling in Drug Adoption: The Role of Company Preference”, inRisk Taking and Information Handling, Donald F. Cox, ed. Boston: Graduate School of Business Administration, Harvard University 1967, pp. 487–506.

    Google Scholar 

  • Bauer, Raymond A. and Lawrence H. Wortzel, “Doctor's Choice: The Physician and His Sources of Information About Drugs” inRisk Taking and Information Handling, Donald F. Cox, ed. Boston: Graduate School of Business Administration, Harvard University, 1967, pp. 487–506.

    Google Scholar 

  • Berkman, Harold W. and Christopher Gilson.Consumer Behavior: Concepts and Strategies, 2nd Edition, Boston, Mass., Kent-Publishing Company, a Division of Wadsworth, Inc., 1981.

    Google Scholar 

  • Bettman, James R. “Perceived Risk and Its Components: A Model and Empirical Test,”Journal of Marketing Research 10 (May 1973): 184–190.

    Article  Google Scholar 

  • Cox, Donald F., ed.Risk Taking and Information Handling. Boston: Graduate School of Business Administration, Harvard University, 1967.

    Google Scholar 

  • Cox, Donald F. and Stuart U. Rich, “Perceived Risk and Consumer Decision Making—The Case of Telephone Shopping”. inRisk Taking and Information Handling, Donald F. Cox, ed. Boston: Graduate School of Business Administration, Harvard University, 1967, pp. 487–506.

    Google Scholar 

  • Dolich, E. W. “Congruence Relationships Between Self Images and Product Brands”,Journal of Marketing Research, 6 (1969): 80–83.

    Article  Google Scholar 

  • Hisrich, Robert D., Ronald J. Dornoff, and Jerome B. Kernan. “Perceived Risk in Store Selection”,Journal of Marketing Research, 9 (November 1972): 435–39.

    Article  Google Scholar 

  • Horowitz, Irwin A. and Russell S. Kaye. “Perception and Advertising”.Journal of Advertising Research, 15 (June 1975): 15–21.

    Google Scholar 

  • Horton, Raymond L. “The Structure of Perceived Risk: Some Further Progress,”Journal of the Academy of Marketing Science, 4 (Fall 1976): 694–706.

    Article  Google Scholar 

  • Nincic, Miroslav and Bruce Russett. “The Effect of Similarity and Interest on Attitudes Toward Foreign Countries”,Public Opinion Quarterly (1979). Published by Elsevier North-Holland, Inc.

  • Pappas, James L. and Eugene F. Brigham.Managerial Economics. Hinsdale, Illinois: The Dryden Press, 1979.

    Google Scholar 

  • Popielarz, D. T. “An Exploration of Perceived Risk and Willingness to Try New Products,”Journal of Marketing Research, 4 (November 1967): 368–72.

    Article  Google Scholar 

  • Ring, Alexander, Mitchell Shriber, and Raymon L. Horton. “Some Effects of Perceived Risk on Consumer Information Processing”,Journal of the Academy of Marketing Science, 8 (Summer 1980): 255–63.

    Article  Google Scholar 

  • Roselius, Ted. “Consumer Rankings of Risk Reduction Methods”,Journal of Marketing, 35 (January 1971): 55–61.

    Article  Google Scholar 

  • Schiffman, Leon G. “Perceived Risk in New Product Trial by Elderly Consumers”,Journal of Marketing Research, 9 (February 1972): 106–8.

    Article  Google Scholar 

  • Spence, Homer E., James F. Engel, and Roger D. Blackwell. “Perceived Risk in Mail-Order and Retail Store Buying”,Journal of Marketing Research, 7 (August 1970), 364–69.

    Article  Google Scholar 

  • Stuteville, John R. “Psychic Defense Against High Fear Appeals: A Key Marketing Variable”,Journal of Marketing, 34 (April 1970): 39–45.

    Article  Google Scholar 

  • U.S. Federal Aviation Administration.FAA Statistical Handbook of Aviation, Annual Data from U.S. Civil Aeronautics Board, 1980.

  • World Airline Accident Summary. C.A.A. Publication: 1975, 1976, 1977, 1978, 1979.

Download references

Author information

Authors and Affiliations

Authors

Rights and permissions

Reprints and permissions

About this article

Cite this article

Berkman, H.W., Chusmir, L.H., Gitlow, H.S. et al. Airline safety: Perceived and actual. JAMS 10, 514–538 (1982). https://doi.org/10.1007/BF02729351

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1007/BF02729351

Keywords

Navigation