Latest / Marketing Psychology with Fexingo: Behavioral Triggers, Persuasion, and Consumer Behavior
How the Peltzman Effect Shapes Brand Safety
Lucas and Luna explore the Peltzman effect—the behavioral tendency to take more risks when safety measures are added—and what it means for brands that advertise safety features. Using examples like the 1970s auto safety regulations that inspired economist Sam Peltzman, and modern cases like ride-hailing apps and cybersecurity messaging, they discuss how safety claims can backfire, how brands can harness the effect to build trust without encouraging reckless behavior, and the surprising marketing lessons from the 'risk compensation' phenomenon.
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