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 MoreFeatured
L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior
Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA
Featured
Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships
Ankita Kumar, University of Wisconsin - Madison, USA
Featured
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA