Beteiligte: | , |
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In: | Journal of Marketing Research, 55, 2018, 6, S. 916-933 |
veröffentlicht: |
SAGE Publications
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 916-933 |
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ISSN: |
0022-2437
1547-7193 |
DOI: | 10.1177/0022243718810800 |
veröffentlicht in: | Journal of Marketing Research |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | SAGE Publications (CrossRef) |
<jats:p>The authors examine how perceived similarity between sequential risks affects individuals’ risk-taking intentions. Specifically, in six studies, the authors find that, in sequential choice settings, individuals exhibit significant positive state dependence in risk-taking preferences, such that they are more likely to take a risk when it is similar to a previously taken risk than when it is dissimilar. For example, if an individual has previously taken a health/safety risk, that individual is more likely to take a second health/safety risk than a second risk that is in the financial domain. The authors show that because similarity between risks is malleable and can be determined by situational and contextual variables, subsequent risk-taking intentions can be changed in a predictable manner when similarity is manipulated through framing. The authors establish that increased feelings of self-efficacy and self-signaling through the prior risk-taking experience drive state-dependent risk-taking preferences. The authors further show that the effect of similarity on preferences is not moderated by the outcome received in the prior risk and holds when controlling for individual-level and domain-specific heterogeneity. Taken together, the results demonstrate that the similarity structures that exist between risks have a significant effect on risk-taking preferences in dynamic choice settings.</jats:p> |