Exploring Consumer Risk Across Multiple Domains

Consumer live in a world filled with risk and various streams of literature suggest that consumers are faced with a vast array of competing demands that they try to deal with simultaneously. Yet existing research on risk focuses on single and isolated risk discourses and we are unequipped to answer how people perceive and assess risks across various and domains. This research attempts to examine consumers’ practices of assessing and managing multiple risk discourses that surround their daily lives.


Gulnur Tumbat (2009) ,"Exploring Consumer Risk Across Multiple Domains", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 926-926.


Gulnur Tumbat, San Francisco State University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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