The Diverging Effects of Cuteness on Risk Preference: Moderating Role of Gender

Four studies examine how cuteness influences consumer’s risk preference. We found that exposure to cuteness decreases men’s risk perception, which in turn increases their risk-seeking tendency. In contrast, exposure to cute stimuli increases women’s risk perception, which leads them to be more risk-averse.



Citation:

Yuan Li and Dengfeng Yan (2017) ,"The Diverging Effects of Cuteness on Risk Preference: Moderating Role of Gender", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 740-741.

Authors

Yuan Li, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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