17D the Variation of Preference Stability in Decision-Making Across Gain and Loss Domains
We augment Tversky and Kahneman (1981)’s traditional comparable view of decision-making across the gains and losses domains in that the stability of preference for the sure/risky options could be different for the gain versus loss domains. We argue that people’s preferences are relatively stable in the gain (vs. loss) domains.
Jungkeun Kim, Yuanyuan (Gina) Cui, Ryan Wang, Raghunath Rao, and Akshay Rao (2019) ,"17D the Variation of Preference Stability in Decision-Making Across Gain and Loss Domains", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 977-977.
Jungkeun Kim, Auckland University of Technology, New Zealand
Yuanyuan (Gina) Cui, Auckland University of Technology, New Zealand
Ryan Wang, University of Minnesota, USA
Raghunath Rao, University of Texas at Austin, USA
Akshay Rao, University of Minnesota, USA
NA - Advances in Consumer Research Volume 47 | 2019
How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
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