Your Life Or Your Money: Threat Revision in Response to Taboo Trade-Offs

As consumers make important health decisions, they are often confronted with the uncomfortable task of naming a price for life and health. We show here that price transparency differentially affects consumer risk perceptions and behavioral decisions as a function of making taboo and routine trade-offs.



Citation:

Adriana Samper and Janet Schwartz (2011) ,"Your Life Or Your Money: Threat Revision in Response to Taboo Trade-Offs", 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

Adriana Samper, Duke University, USA
Janet Schwartz, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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