Recency and Reference Point Formation: the Effect on Risky Choice Behavior
We test whether the order in which participants learn the outcomes of a gamble affects risk-preferences. In 2 studies, participants are more likely to choose a risky gamble when outcomes are revealed in an ascending rather than descending order. We suggest that the most recent outcome serves as a reference point.
George Wu and Michael Yeomans (2012) ,"Recency and Reference Point Formation: the Effect on Risky Choice Behavior", 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: 284-287.
George Wu, University of Chicago, USA
Michael Yeomans, University of Chicago, USA
NA - Advances in Consumer Research Volume 40 | 2012
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton
Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising
Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information
Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, USA