USF St. Petersburg campus Faculty Publications
A comprehensive view of high- and extreme-risk consumption: The HERC Model.
Document Type
Article
Publication Date
2014
ISSN
9783319109626
ISBN
9783319109626
Abstract
An increasing number of consumers engage in high- and extreme-risk activities. To help explain this phenomenon, we introduce a comprehensive model of high- and extreme-risk consumption (HERC) based on the theory that the human body is hotwired to accept and thrive on certain types of stress that are not provided in contemporary Western society. Factors influencing one's likelihood of engaging in high or extreme risk behaviors include level of perceived risk, level of sex hormones and MAO enzyme levels present in the body, self-efficacy, age, gender and personality factors (e.g., extraversion, sensation-seeking, agreeableness, conscientiousness).
Language
en_US
Publisher
Academy of Marketing Science
Recommended Citation
Trocchia, P.J., Zinkan, G.M., Braunsberger, K. (2014). A comprehensive view of high- and extreme-risk consumption: The HERC Model. In L. Robinson, Jr. (Ed.), Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference (p. 284). Ruston, LA: Academy of Marketing Science. 10.1007/978-3-319-10963-3_169
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Comments
Abstract only. For full access, check out the book through your local library, request it on interlibrary loan, or order it through a book dealer.