Sunny Days, Risky Ways: Exposure to Sunlight Increases Risk Taking

Across three lab and field studies, we find that manipulated or measured sunlight increases (a) the level of risk taking on the Balloon Analog Risk Task, (2) the probability of illegal parking in a public lot, and (3) the likelihood of attempts to steal bases in Major League Baseball games.


Nicholas Reinholtz, Leonard Lee, and Michel Pham (2011) ,"Sunny Days, Risky Ways: Exposure to Sunlight Increases Risk Taking", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 97-98.


Nicholas Reinholtz, Columbia University, USA
Leonard Lee, Columbia University, USA
Michel Pham, Columbia University, USA


NA - Advances in Consumer Research Volume 39 | 2011

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