Truth Or Dare: Do People Behave Differently in Social Risk Vs. Financial Risk? the Inherent Difference Between Financial and Social Risk

This paper examines systematic differences in risk preferences between financial and social contexts. People tend to be loss averse in the financial domain but gain averse in the social domain i.e., more (less) risk-seeking in the gain frame than in the loss (gain) frame in the social (financial) domain.



Citation:

SUNME LEE, Catherine Cole, and Dhananjay Nayakankuppam (2020) ,"Truth Or Dare: Do People Behave Differently in Social Risk Vs. Financial Risk? the Inherent Difference Between Financial and Social Risk", 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: 1206-1206.

Authors

SUNME LEE, University of Iowa, USA
Catherine Cole, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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