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The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
The Role Of Response Efficacy And Risk Aversion In Promoting Compliance During Crisis, Veronica L. Thomas, Hooman Mirahmad, Grace Kemper
Marketing Faculty Publications
This research examines consumers' compliance with behaviors that focus on preventing the spread of COVID‐19. Drawing on Protection Motivation Theory and research on efficacy, we find that, during a pandemic, consumers who have higher perceptions of response efficacy are less likely to engage in risky consumption behaviors (Study 1) and more likely to engage in protective consumption behaviors (Study 2). This effect is moderated by risk aversion, such that as risk aversion increases, COVID‐compliant behaviors increase even when consumers do not believe in their ability to effectuate change. Further, the relationship between response efficacy and COVID‐compliant behaviors is mediated by …
Fantasy Sports And Esports: Is Unconventional Becoming Conventional? A Case Analysis, Arne Baruca, Ebru Ulusoy
Fantasy Sports And Esports: Is Unconventional Becoming Conventional? A Case Analysis, Arne Baruca, Ebru Ulusoy
Marketing Faculty Publications
Fantasy sports and esports are relatively recent phenomena that are growing in popularity and their importance in today's society. Per their nature, they are also tightly connected with sports. In this chapter, the authors present these two phenomena and explain their importance in today's sports industry. Furthermore, the chapter analyzes fantasy sports and esports consumption patterns and discusses how the Covid-19 pandemic affected them. To conclude, the chapter suggests the possible implications for fantasy sports and esports in the future.