ABSTRACT
High-risk sports have become popular (Celsi, Rose, & Leigh, 1993). Whereas many leisure activities entail low levels of personal risk, risky sports (such as parachuting and skydiving) are riskier than most leisure sports because the probability of a serious injury (or even death) is higher. Which individuals are psychologically predisposed to engage in risky sports? Once they begin to practice, howbest can their continuouspracticebeanticipated?Formarketers, how should service providers segment the population? How should they identify individuals highly pre-disposed to engage in risky sports?How should they advertise to such individuals? Such questions have been the topic of a multi-stage, programmatic study, conducted in Israel over 4 years. This chapter was written in an effort to describe, summarize, and synthesize the results of this research stream.
