Taking a Gamble on Life: Consumer Risk Seeking For Experiences

Sarah Roche, University of Texas at San Antonio, USA
Sommer Kapitan, University of Texas at San Antonio, USA
David H. Silvera, University of Texas at San Antonio, USA
Previous literature has found general risk aversion for positive outcomes. But the current work examines how consumers are risk seeking for experiential purchases, and the ideas of Prospect Theory seem to only apply to material objects. This effect is explained through a focus on time versus money across purchase types.
[ to cite ]:
Sarah Roche, Sommer Kapitan, and David H. Silvera (2014) ,"Taking a Gamble on Life: Consumer Risk Seeking For Experiences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 807-807.