Pitch, Threat and Risk Aversion

Kate Loveland, Xavier University, USA
Michael Lowe, Texas A&M University, USA
This work examines how the presence of a low pitch in an environment can make consumers behave in a more risk averse manner. The authors approach this from the standpoint of evolutionary psychology and demonstrate that feelings of fear likely mediate this process.
[ to cite ]:
Kate Loveland and Michael Lowe (2014) ,"Pitch, Threat and Risk Aversion", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 172-176.