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

Philip J. Trocchia; George M. Zinkan; Karin Braunsberger

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

Philip J. Trocchia, George M. Zinkan, Karin Braunsberger

University of South Florida

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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).

Original language	American English
Title of host publication	A comprehensive view of high- and extreme-risk consumption: The HERC Model.
State	Published - Jan 1 2014

Keywords

Marketing
Risk consumption

Disciplines

Business
Marketing

Cite this

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title = "A comprehensive view of high- and extreme-risk consumption: The HERC Model.",

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).",

keywords = "Marketing, Risk consumption",

author = "Trocchia, {Philip J.} and Zinkan, {George M.} and Karin Braunsberger",

note = "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",

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language = "American English",

booktitle = "A comprehensive view of high- and extreme-risk consumption: The HERC Model.",

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AU - Trocchia, Philip J.

AU - Zinkan, George M.

AU - Braunsberger, Karin

N1 - 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

PY - 2014/1/1

Y1 - 2014/1/1

N2 - 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).

AB - 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).

KW - Marketing

KW - Risk consumption

UR - https://digitalcommons.usf.edu/fac_publications/854

M3 - Chapter

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

ER -

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

Abstract

Keywords

Disciplines

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