Lonely Are the Brave: Effects of Social Exclusion on Consumer Risk-Taking

This research examines the impact of social exclusion on financial decision-making. In two experiments, we find that socially-excluded participants exhibit greater risk-taking tendencies (i.e., favor riskier investment opportunities) compared to socially-included and control participants. This effect occurs in both hypothetical and real choice-scenarios and is not mediated by affect.


Echo Wen Wan, Yuwei Jiang, and Rod Duclos (2011) ,"Lonely Are the Brave: Effects of Social Exclusion on Consumer Risk-Taking", 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.


Echo Wen Wan, University of Hong Kong, China
Yuwei Jiang, Hong Kong Polytechnic University, China
Rod Duclos, HKUST, China


NA - Advances in Consumer Research Volume 38 | 2011

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