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.



Citation:

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.

Authors

Ramona Riehle, Universität Innsbruck



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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