5-K: Pride and Shame Moderate the Effect of Regulatory Focus on Risk Taking Propensity
How self-conscious emotions affect risk taking behavior? Prior literature has indicated that promotion (prevention) focus is associated with risk seeking (risk avoiding) propensity (Bryant and Dunford 2008). Two experiments demonstrate that positive (negative) self-conscious emotions may attenuate the effect of promotion (prevention) focus on risk taking propensity.
Aylar Pour Mohammad and Gulen Sarial Abi (2017) ,"5-K: Pride and Shame Moderate the Effect of Regulatory Focus on Risk Taking Propensity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1055-1055.
Aylar Pour Mohammad, Bocconi University, Italy
Gulen Sarial Abi, Bocconi University, Italy
NA - Advances in Consumer Research Volume 45 | 2017
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
Tattoo: A Perspective Beyond Estethics
Luana C. Moraes, Universidade de Sao Paulo
Gabriela L. Pinheiro, Universidade de Sao Paulo
Nathalia S. Arthur, Universidade de Sao Paulo
Eliani C. Flores, Universidad Catolica del Peru
Jose Mauro C. Hernandez, Centro Universitário FEI
H12. Does Economic Development Influence Consumer Innovativeness?
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Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia