Affect, Empathy and Predictions of Others’ Risk Tolerance

David Faro, University of Chicago
Yuval Rottenstreich, Duke University
EXTENDED ABSTRACT - People frequently have to predict the risk tolerance of others. For example, a marketer of investment services might be interested in how certain investors would react to the additional risk of stocks as compared to bonds; the executives at a biotechnology firm might attempt to understand whether doctors would prescribe a novel, risky, but potentially highly effective treatment over a standard, safe, but less effective treatment.
[ to cite ]:
David Faro and Yuval Rottenstreich (2005) ,"Affect, Empathy and Predictions of Others’ Risk Tolerance", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 112-112.