Do Higher Stakes Lead to Better Choices?

Highly involved decision-makers often rely on anecdotal evidence instead of statistical information, because visceral information is favored in vivid decision contexts. We demonstrate that, under high vulnerability, this anecdotal bias is: (1) enhanced by high involvement; (2) mediated by emotional engagement; and, (3) stronger among holistic versus analytic thinkers.


Freling Traci, Saini Ritesh, and Yang Zhiyong (2012) ,"Do Higher Stakes Lead to Better Choices?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 926-927.


Freling Traci, University of Texas - Arlington, USA
Saini Ritesh, University of Texas - Arlington, USA
Yang Zhiyong, University of Texas - Arlington, USA


NA - Advances in Consumer Research Volume 40 | 2012

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