Risk Acculturation Through Marketplace and Technology

Gulnur Tumbat, San Francisco State University, USA
Markus Giesler, York University, Canada
Although risk acceptance is positively related with community socialization, experience, and high-risk identity development and thus gaining an insider status, when the commercial nature of high-risk performances is taken into account, the marketplace availability of the same performances, not just socialization and experience, can account for risk normalization and thus risk acculturation.
[ to cite ]:
Gulnur Tumbat and Markus Giesler (2011) ,"Risk Acculturation Through Marketplace and Technology", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.