Gaming With Mr. Slot Or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception

Sara Kim, University of Chicago, USA
Ann L. McGill , University of Chicago, USA
Risk taking is influenced by perceived social power, depending on whether the risk-generating entity is anthropomorphized. People with low (high) power perceive higher risk when entities are highly (less) anthropomorphized. Also, we investigate the reverse effect that higher perceived risk increases (decreases) anthropomorphism for people with low (high) power.
[ to cite ]:
Sara Kim and Ann L. McGill (2011) ,"Gaming With Mr. Slot Or Gaming the Slot Machine? Power, Anthropomorphism, and Risk Perception", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.