The Influence of Outcome Alignability on Risky Medical Decisions

Partha Krishnamurthy, University of Houston, USA
Adwait Khare, University of Texas at Arlington, USA
In three studies we examine the effect of high versus low outcome alignability (quantitative versus qualitative description) on risky medical decisions. High alignability induces consideration of both upside and downside outcomes whereas low alignability induces relative focus on either upside or downside outcome. In medical decisions, the focus is on the downside outcome, and low alignability leads to higher risk-aversion.
[ to cite ]:
Partha Krishnamurthy and Adwait Khare (2011) ,"The Influence of Outcome Alignability on Risky Medical Decisions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 566.