Aesthetics As Impetus to Riskier Decision-Making

We find that association with high aesthetics causes individuals to engage in riskier behavior on subsequent decisions and examine this in the context of financial investments as well as other arenas. We identify self affirmation as the mechanism through which this increased openness to risk occurs.



Citation:

Claudia Townsend and Suzanne Shu (2011) ,"Aesthetics As Impetus to Riskier Decision-Making ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Claudia Townsend, University of Miami, USA
Suzanne Shu, University of California, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More

Featured

“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More

Featured

E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

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.