Misperception of Multiple Risks: the Role of Categorical Reasoning

How do consumers combine multiple risk items when forming overall risk impressions? Our study shows an intriguing pattern where an option with multiple risks is judged to be less risky than the same option with only one of these risks. We attribute the findings to categorical reasoning about risk.


Mehdi Mourali and Zhiyong Yang (2020) ,"Misperception of Multiple Risks: the Role of Categorical Reasoning", 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: 1225-1225.


Mehdi Mourali, University of Calgary, Canada
Zhiyong Yang, University of North Carolina at Greensboro, USA


NA - Advances in Consumer Research Volume 48 | 2020

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