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

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