|
David Taylor
Department Kyoto University of Foreign Studies Department of Global Studies, Faculty of Global Engagement Position Professor |
|
| Language | English |
| Publication Date | 2014/10 |
| Type | Academic Paper |
| Peer Review | Peer reviewed |
| Title | Choosing the Sure Gain and the Sure Loss: Uncertainty Avoidance and the Reflection Effect |
| Contribution Type | Multiple author(s) |
| Journal | Journal of Consumer Marketing |
| Journal Type | Another Country |
| Publisher | Emerald Group Publishing |
| Volume, Issue, Page | 31(5),pp.351-359 |
| Author and coauthor | David Taylor, *Subimal Chatterjee, Gizem Atav, Junhon Min |
| Details | The study investigates the role of uncertainty avoidance (UA) as a moderator of Prospect Theory's reflection effect (i.e., the simultaneous choice of a sure gain and a risky loss). Results supported hypothesis that higher-UA consumers, valuing certainty, will shun risk across both gains and losses (select the sure gain and the sure loss), and their choices will be inconsistent with the reflection effect. |