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.



Citation:

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.

Authors

Aylar Pour Mohammad, Bocconi University, Italy
Gulen Sarial Abi, Bocconi University, Italy



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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