The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices

We investigate the role of cognition in rational decision making, in a context where uncertainty aversion has been shown to systematically bias choices. We observe that restricting cognitive resources can have the counter-intuitive effect of promoting more rational responses, by reducing an aversion to uncertainty.



Citation:

Kelly Goldsmith and On Amir (2013) ,"The Role of Cognition in Uncertainty Aversion: When Less Thought Leads to More Rational Choices", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Kelly Goldsmith, Northwestern University, USA
On Amir, University of California San Diego, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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