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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists

Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA

Read More

Featured

When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.