Purpose – Videogame play is more popular among young males compared with young females. The present study aims to investigate spatial visualization ability as an explanation for this gender gap. The premise is based on a well‐documented gender difference in spatial ability favoring males and...

Purpose – Several studies have demonstrated an inverse relationship between experience in an activity and perceived risk for the individual in the activity. That is, as experience increases, perceived risk decreases. This phenomenon has been labeled risk acculturation. The present study aims...

Purpose – The prevalence of problematic gambling among adolescents and college‐age youth is estimated to be two to four times that of older consumers. Prior studies suggest this may be due to an age‐related difference in risk perception. This paper aims to focus on the perception of...

Purpose – Although customers may interact with visibly tattooed employees, there has been very little research investigating customer perceptions of visibly tattooed workers. This paper aims to fill some of the gaps. Design/methodology/approach – The independent variables of employee...

Purpose – A recent discovery related to risk behavior is the finding that neurobiological development of impulse control in young people greatly lags that of cognitive evaluation of risk. This suggests that self‐control could be an important variable in risk perception. The goal of the...

Purpose – The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young, white women....