Risk Seeking For Experiential Purchases: Why Consumers Take a Gamble on Experiences But Play It Safe For Material Options

Sarah Roche, Texas Wesleyan University
Sommer Kapitan, Auckland University of Technology
David H. Silvera, University of Texas at San Antonio, USA
The decision-making literature consistently demonstrates risk aversion for potential gains—preferring a sure thing over a larger, riskier reward. We propose that risk aversion holds for material choices (e.g. televisions, tennis shoes), but when faced with an experiential reward (e.g. vacation, restaurant meal), consumers flip preferences and become risk seeking.
[ to cite ]:
Sarah Roche, Sommer Kapitan, and David H. Silvera (2015) ,"Risk Seeking For Experiential Purchases: Why Consumers Take a Gamble on Experiences But Play It Safe For Material Options", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 671-672.