Aesthetics As Impetus to Riskier Decision-Making

Claudia Townsend, University of Miami, USA
Suzanne Shu, University of California, USA
We find that association with high aesthetics causes individuals to engage in riskier behavior on subsequent decisions and examine this in the context of financial investments as well as other arenas. We identify self affirmation as the mechanism through which this increased openness to risk occurs.
[ to cite ]:
Claudia Townsend and Suzanne Shu (2011) ,"Aesthetics As Impetus to Riskier Decision-Making ", 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.