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.
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.
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China
NA - Advances in Consumer Research Volume 46 | 2018
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