Risk Acculturation Through Marketplace and Technology

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.



Citation:

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.

Authors

Gulnur Tumbat, San Francisco State University, USA
Markus Giesler, York University, Canada



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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