Risk Is Preferred At a Lesser Causal Depth

Individuals’ preferences between two equally risky sequences differ based on when the risk arises within those sequences. Despite the objectively equal riskiness of the sequences, people prefer risk to arise at later stages than at earlier stages because risk occurring earlier in a sequence makes that sequence feel inherently riskier.


Rumela Sengupta and Jeffrey R. Parker (2020) ,"Risk Is Preferred At a Lesser Causal Depth", 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: 671-672.


Rumela Sengupta, University of Illinois at Chicago, USA
Jeffrey R. Parker, University of Illinois at Chicago


NA - Advances in Consumer Research Volume 48 | 2020

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