Cardiac Vagal Tone and Risky Decision Making

Making risky decisions can be stressful, because the possibility of undesirable outcomes elicits negative emotional responses, which affect our risk preferences. We investigate how risk aversion is modulated by the physiological regulation of emotion. Individual differences in vagal tone predict risk aversion, and manipulating vagal tone experimentally changes risk preferences.


M. Yavuz Acikalin and Baba Shiv (2016) ,"Cardiac Vagal Tone and Risky Decision Making", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 82-87.


M. Yavuz Acikalin, Stanford University, USA
Baba Shiv, Stanford University, USA


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Identity Threats, Compensatory Consumption and Working Memory Capacity: When and Why Feeling Threatened Leads to Heightened Evaluations of Identity-Relevant Products

Read More


G1. Enchantment through Retro Product Consumption in a Digital World

Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK

Read More


O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

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.