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 MoreFeatured
Self-Producer`s Journey: Identity Construction and Transformation in Self-Production
S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey
Featured
Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs
Russell W. Belk, York University, Canada
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