Examining the Structural Relationship Between Socioemotional Comparisons and General Risk Preference

Past research suggests that feelings of relative disadvantage (i.e., envy, relative deprivation) have a causal role in eliciting domain-general risk-taking behaviours. This study used structural equation modelling in a crowdsourced sample (n=804) and found that feelings of relative disadvantage account for significant variance with a general factor of “risk preference.”



Citation:

Dallas Novakowski and Mehdi Mourali (2020) ,"Examining the Structural Relationship Between Socioemotional Comparisons and General Risk Preference", 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: 1239-1239.

Authors

Dallas Novakowski, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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