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Extreme Contexts
An extreme context is a situation characterized by great uncertainty, risk, and complexity, often requiring alternative approaches as traditional methods may not be adequate.[1][2]. In these scenarios, people, businesses, and nations are often pushed to adapt rapidly, demonstrating resilience and the ability to adjust [1][2].
Examples of extreme contexts include wars and pandemics, which provoke durable effects, demand immediate responses, require intense resource allocation, and drive innovations to mitigate their impact [1][2]
- ^ a b c Mahmoud, A. B.; Berman, A.; Grigoriou, N.; Solakis, K. (2023). "Investigating gender as a moderator of extreme-context perception effects on behavioural tendencies towards fashion brands on Instagram in West Africa". Journal of Marketing Communications: 1–23. doi:10.1080/13527266.2023.2278058.
- ^ a b c Mahmoud, A. B.; Berman, A.; Reisel, W.; Fuxman, L.; Hack-Polay, D. (2024). "Examining generational differences as a moderator of extreme-context perception and its impact on work alienation organizational outcomes: Implications for the workplace and remote work transformation". Scandinavian Journal of Psychology. 65 (1): 70–85. doi:10.1111/sjop.12955.