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The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events

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  • Jenna Drenten
  • Linda Tuncay Zayer

Abstract

The term “risky consumption” elicits visions of extreme contexts, such as leaping from a moving airplane at 30,000 feet above ground or using illicit hallucinogenic drugs. However, this study aims to answer the call for understanding risk that is inherent in consumers’ risk-laden life events. Specifically, we examine the process by which consumers use digital virtual consumption (DVC) to negotiate tensions related to risk and the implications that this process holds for consumers’ identity narratives. Findings demonstrate how consumers, upon a triggering risk-laden life event, can turn to DVC to both cope with risk, as well as to engage in pleasurable risk. The research extends the theoretical understandings of risk and identity as intertwined with DVC. Managerial and social welfare implications are also offered.

Suggested Citation

  • Jenna Drenten & Linda Tuncay Zayer, 2018. "The Role of Digital Virtual Consumption in Navigating Risk-Laden Life Events," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(1), pages 46-62.
    • Handle: RePEc:ucp:jacres:doi:10.1086/695700
    DOI: 10.1086/695700
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    Cited by:

    1. Jacek Woźniak & Anda Gheorghiu, 2020. "ICTs and digital risk in purchase transactions," Nowoczesne Systemy Zarządzania. Modern Management Systems, Military University of Technology, Faculty of Security, Logistics and Management, Institute of Organization and Management, issue 4, pages 39-49.

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