Value Atrophy in Consumer Assessment of Risky Options

We show that perceived value (negative or positive) of a risky option decreases upon addition of further risky prospects of the same valence. As a result, consumers can perceive normatively more dangerous (beneficial) options to be less dangerous (beneficial), and normatively less dangerous (beneficial) options to be more dangerous (beneficial).


Uzma Khan and Daniella Kupor (2015) ,"Value Atrophy in Consumer Assessment of Risky Options", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 132-135.


Uzma Khan, Stanford University, USA
Daniella Kupor, Stanford University, USA


NA - Advances in Consumer Research Volume 43 | 2015

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