Social Class and Risk Taking: the Effects of Perceived Benefits and Decision Domain

The present paper is the first to systematically examine the class-related differences in consumer risk-taking behavior. It proposes a moderation of risk domain to reconcile the differential risk patterns among different socioeconomic consumers. The class-related risk patterns provide insights for managers who target consumers with social class differentiation.


Yafei Guo and Xue Wang (2020) ,"Social Class and Risk Taking: the Effects of Perceived Benefits and Decision Domain", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1230-1230.


Yafei Guo, University of Illinois at Urbana-Champaign, USA
Xue Wang, University of Hong Kong, China


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More


The Effect of Psychological Control on Temporal Discounting: Conceptual and Methodological Implications

Kelly Kiyeon Lee, Georgetown University, USA
Selin A. Malkoc, Ohio State University, USA
Derek Rucker, Northwestern University, USA

Read More


K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

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.