Title

A comprehensive view of high- and extreme-risk consumption: The HERC Model.

SelectedWorks Author Profiles:

Philip J. Trocchia

Karin Braunsberger

Document Type

Book Chapter

Publication Date

2014

Date Issued

2014-01-01

Date Available

2014-11-14

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).

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.

Language

en_US

Publisher

Academy of Marketing Science

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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