Risk on the Edge: the Effect of Socio-Spatial Location on Consumer Preferences

This paper explores how the relative spatial location of consumers in a group affects consumer preferences. We find that being located close to the center versus edge of a group primes the concepts of safety versus risk, respectively. As a result, being farther away from the center heightens risk-seeking.


Sina Esteky and Amar Cheema (2020) ,"Risk on the Edge: the Effect of Socio-Spatial Location on Consumer Preferences", 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: 1241-1241.


Sina Esteky, Miami University, Ohio, USA
Amar Cheema, University of Virginia, USA


NA - Advances in Consumer Research Volume 48 | 2020

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