September 2009

The paper addresses the question of how to create a database of the citizen’s mind about anxiety-provoking situations in the face of terrorism. The approach is grounded in a combination of experimental design, psychophysics (a branch of psychology), and consumer research. The theoretical foundation is illustrated with a set of 15 empirical studies using conjoint analysis in order to understand how consumers respond to anxiety-provoking situations. The approach identifies the mindset towards terrorism at the individual respondent level.

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