O4。胜利会一直鼓励承担风险吗?的Effect of Competition Results and the Closeness of These Results
In this research, we found that winning a competition or hearing news that a familiar team has won a game will increase people’s risk preference. However, a close result can reverse this effect; that is, compared with narrow-winners, narrow-losers will be more willing to take risks.
Citation:
Beixi Wen, En-Chung Chang, and Chunya Xie (2018) ,"O4. Will Winning Always Encourage Risk Taking? the Effect of Competition Results and the Closeness of These Results", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 934-934.
Authors
Beixi Wen, Renmin University of China
En-Chung Chang, Renmin University of China
Chunya Xie, Renmin University of China
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Memory-Based Models of Predicting Inferences about Brand Quality
Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research
Featured
When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption
Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo
Featured
A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA