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This was a longitudinal study that examined consumer reactions to hazardous product incidents. The purpose of this study was to examine consumer responses to product safety hazard incidents over time, and to identify demographic groups that are either most resistant or most affected by hazard incidents. The results suggest that in the first year after an incident, the crisis managers had only limited control over adverse effects to negative information. In the longer term, consumer reactions were still rather uniform and severe in most of the cases. The effects are examined in the context of key market segments for each product, and with regard to company responses to the incidents. Managers should expect strong negative reactions from some demographic subgroups over time and are advised to closely monitor the impact of hazardous incidents on their target markets.