Pitch, Threat and Risk Aversion
This work examines how the presence of a low pitch in an environment can make consumers behave in a more risk averse manner. The authors approach this from the standpoint of evolutionary psychology and demonstrate that feelings of fear likely mediate this process.
Kate Loveland and Michael Lowe (2014) ,"Pitch, Threat and Risk Aversion", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 172-176.
Kate Loveland, Xavier University, USA
Michael Lowe, Texas A&M University, USA
NA - Advances in Consumer Research Volume 42 | 2014
Cultivating Collaboration and Value Cocreation in Consumption Journeys
Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, USA
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland