Controlling the Uncontrollable: Consumer Voluntary Risk-Taking Amidst the Covid-19 Pandemic

This qualitative diary study conceptualizes consumers’ voluntary pursuits of consumption activities despite risk of infection with Covid-19 as edgework (Lyng 1990). Findings reveal how voluntary risk-takers come to the belief of being able to control risk by constructing an illusion of control through strategies of contrasting, rationalizing, obscuring, and burying.


Ramona Riehle (2021) ,"Controlling the Uncontrollable: Consumer Voluntary Risk-Taking Amidst the Covid-19 Pandemic", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 55-59.


Ramona Riehle, Universität Innsbruck


NA - Advances in Consumer Research Volume 49 | 2021

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