Shake Hard Play Hard: the Impact of Risk on Consumer Behavior in the Aftermath of Disaster

We use geophysical and individual-level mobile application and mobile telecommunication data of 157,358 victims of the 2013 Ya’an earthquake (Ms 7.0) to diagnose the effects of experiencing real risk on consumer behavior. We show that hedonic activities have an important role in promoting psychological recovery and ameliorating negative psychological state.



Citation:

Jayson Jia, Jianmin Jia, Christopher Hsee, and Baba Shiv (2016) ,"Shake Hard Play Hard: the Impact of Risk on Consumer Behavior in the Aftermath of Disaster", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 505-505.

Authors

Jayson Jia, University of Hong Kong
Jianmin Jia, Chinese University of Hong Kong, China
Christopher Hsee, University of Chicago, USA
Baba Shiv, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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