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 TypeAnother 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.