Moderators of Loss-Chasing: How Skewness, Information, and Framing Shape the Dynamics of Risk-Taking

We identify four factors that moderate dynamic risk-taking. People take on more risk following losses in positively skewed environments (low probabilities of large gains, high probabilities of small losses) and when they know the number of investment periods. Reframing losses as non-gains and risky options as defaults increases overall risk-taking.


Jinwoo Kim, Alex Imas, and Christopher Olivola (2019) ,"Moderators of Loss-Chasing: How Skewness, Information, and Framing Shape the Dynamics of Risk-Taking", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 164-168.


Jinwoo Kim, Carnegie Mellon University, USA
Alex Imas, Carnegie Mellon University, USA
Christopher Olivola, Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More


A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More


Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

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.