O4. Will Winning Always Encourage Risk Taking? the Effect of Competition Results and the Closeness of These Results
In this research, we found that winning a competition or hearing news that a familiar team has won a game will increase people’s risk preference. However, a close result can reverse this effect; that is, compared with narrow-winners, narrow-losers will be more willing to take risks.
Citation:
Beixi Wen, En-Chung Chang, and Chunya Xie (2018) ,"O4. Will Winning Always Encourage Risk Taking? the Effect of Competition Results and the Closeness of These Results", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 934-934.
Authors
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Communicate Healthiness Through Indirect Measures: The Effect of Food in Motion Figure on the Perceived Healthiness of Food
Moty Amar, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Aner Tal, Ono Academic College (OAC)
Featured
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
Featured
How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign
Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA