The Unattractiveness of Hedges: Implications For the Conception of Risk Preferences

Those who own a $10 HEADS voucher value a $10 TAILS voucher less than $5. This contradicts the risk aversion implied by their valuation of the HEADS voucher (which is also below $5). This logical error is difficult to expunge and it challenges essentially every existing model of risk attitudes.


Shane Frederick, Andrew Meyer, and Amanda Levis (2015) ,"The Unattractiveness of Hedges: Implications For the Conception of Risk Preferences", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 132-135.


Shane Frederick, Yale University, USA
Andrew Meyer, Yale University, USA
Amanda Levis, Yale University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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