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

Share Proceeding

Featured papers

See More


D8. Why Employees Communicate Positive eWOM on Social Networking Sites: Motivations and Moderators

Jing Zhang, 华中科技大学管理学院
Ya Zhang, 华中科技大学管理学院

Read More


O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More


The Effects of Breadth of Product Categories on Budgeting

An Tran, University of La Verne
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.