Beyond the Risky Gamble: A Framework for Consumer Research in Real-World Risk

You cannot swim for new horizons unless you have the courage to lose sight of the shore.

—William Faulkner

The above quote speaks volumes about the concept of risk. As both researchers and consumers, our field recognizes that new endeavors are out of the ordinary, stretching one’s imagination as well as one’s capacity to deal with the unknown. At the same time, we understand that “losing sight of the shore”—the tangible, known, and predictable ground of our everyday life and work—can pose substantial dangers. Further, we understand that the desire to attain new resource levels, protect existing resources, or simply satisfy one’s inherent hunger for risk can encourage “swimming for new horizons.”