Your Life Or Your Money: Threat Revision in Response to Taboo Trade-Offs

Adriana Samper, Duke University, USA
Janet Schwartz, Duke University, USA
As consumers make important health decisions, they are often confronted with the uncomfortable task of naming a price for life and health. We show here that price transparency differentially affects consumer risk perceptions and behavioral decisions as a function of making taboo and routine trade-offs.
[ to cite ]:
Adriana Samper and Janet Schwartz (2011) ,"Your Life Or Your Money: Threat Revision in Response to Taboo Trade-Offs", 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.