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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

G2. You Run When Time Flies: Time Metaphors Affect Inferences from the Speed of Time

N. Alican Mecit, HEC Paris, France
L. J. Shrum, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More

Featured

Is CSR for Sale? Investigating the Effects of Acquisition of Socially Responsible Brands on CSR Perceptions

Bianca Grohmann, Concordia University, Canada
Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

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.