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
Narrow Algorithmic Searches Perpetuate Bias
Eugina (Wai Lun) Leung, Erasmus University Rotterdam, The Netherlands
Oleg Urminsky, University of Chicago, USA
Featured
D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions
Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná
Featured
Uncertain Reward Campaigns Impact Product Size Choices
Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University