%0 Journal Article %J Journal of the Association for Consumer Research %D 2018 %T Preparing for the Attack: Mitigating Risk through Routines in Armed Self-Defense %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %X Prior research has shown that owning firearms for self-defense can be motivated by perceived risks and a desire to mitigate those risks. Keeping and carrying guns for self-defense also introduces risks to owners and others. We examine ways that consumers mitigate these latter risks. We employ theories of practice and prior work on risky consumption to interpret observational, interview, and textual data gathered from a multi-sited ethnography of consumers of handguns for self-defense. We reveal that these consumers attempt to mitigate risks in three ways: through readiness practices with guns but no assailant, simulated scenario practices incorporating simulated assailants, and mental rehearsals incorporating imagined assailants. This research contributes a model of risk mitigation in risky consumption, explicates how social norms and mental activities foster a sense of security from specific risks, and shows that collaboration is required for development of practical understanding of risk-mitigating routines that incorporate multiple people. %B Journal of the Association for Consumer Research %C University of Chicago Press %V 3 %8 2018 %G eng %N 1 %2 a %4 156224339968 %$ 156224339968 %0 Journal Article %J Journal of Macromarketing %D 2017 %T Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers %A Huff,Aimee %A Barnhart,Michelle %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %B Journal of Macromarketing %V 37 %P 393-408 %8 2017 %G eng %N 4 %2 a %4 127008327680 %$ 127008327680 %0 Generic %D 2017 %T Consumers’ Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Association for Consumer Research Conference 2017 %C San Diego, CA %8 2017 %G eng %2 c %4 161327075328 %$ 161327075328 %0 Generic %D 2017 %T Consumers’ Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Consumer Culture Theory Conference 2017 %C Anaheim, CA %8 2017 %G eng %2 c %4 144639139840 %$ 144639139840 %0 Conference Paper %B Association for Consumer Research %D 2017 %T Consumers' Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Huff,Aimee %A Barnhart,Michelle %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %B Association for Consumer Research %C San Diego, CA %V 45 %P 675-676 %8 2017 %G eng %U twitter.com/huffmatic %2 b %4 161328275456 %$ 161328275456 %0 Generic %D 2016 %T Sisyphus and the American Socio-political Industrial Gun Complex: How Gun Violence Prevention Groups Keep Pushing the Rock %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Marketing and Public Policy Conference %C San Luis Obispo, CA %8 2016 %G eng %2 c %4 127008133120 %$ 127008133120