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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More

Featured

Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

Read More

Featured

Using multi-methods in behavioral pricing research

Haipeng Chen, University of Kentucky, USA
David Hardesty, University of Kentucky, USA
Akshay Rao, University of Minnesota, USA
Lisa Bolton, Pennsylvania State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.