How Legacy Motivation Influences Financial Risk-Taking

The creation of legacy is one of the most fundamental motivations human beings possess. The current research investigates the impact of legacy motivation on consumers’ financial decision-making. Results of three experiments revealed that legacy motivation reduced consumers’ financial risk-taking tendency, and explored why and when this effect occurred.


Wang Lin, Chen Zengxiang, and Yun He (2020) ,"How Legacy Motivation Influences Financial Risk-Taking", 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: 1195-1195.


Wang Lin, Sun Yat-Sen University, China
Chen Zengxiang, Sun Yat-Sen University, China
Yun He, Sun Yat-sen University


NA - Advances in Consumer Research Volume 48 | 2020

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