What will retirement look like for you? Will you buy that 40-foot sailboat and sail between your summer home in Maine and your winter home in the Caribbean? Or will you plan for three daughters weddings, older parents, and other unexpected but unavoidable costs? One scenario pits you as being solidly independent; the other looks pretty interdependent. How consumers make such choices and set goals is the focus of an article in the September 2005 issue of the Journal of Consumer Research.
"Broadly speaking, our results suggest that consumers risk preferences are contingent on situational factors. This is in contrast to a great deal of previous research conceptualizing risk preferences as an individual difference variable," assert Rebecca Hamilton and Gabriel Biehal (University of Maryland).
"We show that encouraging consumers to think about themselves as independent or interdependent, making either promotion or prevention goals salient, has a systematic effect on inferred risk preferences. Interdependent self-view consumers, who are more interested in avoiding losses than in achieving gains, choose less risky alternatives than independent self-view consumers."
Carrie Olivia Adams | EurekAlert!
Amazingly flexible: Learning to read in your thirties profoundly transforms the brain
26.05.2017 | Max-Planck-Institut für Kognitions- und Neurowissenschaften
Fixating on faces
26.01.2017 | California Institute of Technology
16.08.2017 | Event News
04.08.2017 | Event News
26.07.2017 | Event News
18.08.2017 | Life Sciences
18.08.2017 | Physics and Astronomy
18.08.2017 | Materials Sciences