Psychological Risk Aggregation: Selling Products of Uncertain Qualities With Probabilistic Promotions

When companies market products of uncertain qualities with probabilistic promotions, consumers aggregate two sources of risks and evaluate them jointly. We demonstrate that product risk and promotion risk interact in determining joint risk perception, which can be amplified when consumers perceive salient contrasts between the sizes of two risks.


Mengze Shi and Alison Jing Xu (2013) ,"Psychological Risk Aggregation: Selling Products of Uncertain Qualities With Probabilistic Promotions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Mengze Shi, University of Toronto
Alison Jing Xu, University of Toronto, Canada


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More


Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More


My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio 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.