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



Share Proceeding

Featured papers

See More

Featured

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Featured

Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption

Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam

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.