Value Atrophy in Consumer Assessment of Risky Options

Uzma Khan, Stanford University, USA
Daniella Kupor, Stanford University, USA
We show that perceived value (negative or positive) of a risky option decreases upon addition of further risky prospects of the same valence. As a result, consumers can perceive normatively more dangerous (beneficial) options to be less dangerous (beneficial), and normatively less dangerous (beneficial) options to be more dangerous (beneficial).
[ to cite ]:
Uzma Khan and Daniella Kupor (2015) ,"Value Atrophy in Consumer Assessment of Risky Options", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 132-135.