Special Session Summary It Could Happen to Me: Risk Estimates and the Positivity/Negativity Bias

Nicholas Lurie, University of North Carolina at Chapel Hill
[ to cite ]:
Nicholas Lurie (2004) ,"Special Session Summary It Could Happen to Me: Risk Estimates and the Positivity/Negativity Bias", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 426-429.