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.


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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