David Taylor    Department   Kyoto University of Foreign Studies  Department of Global Studies, Faculty of Global Engagement    Position   Professor
Date	2005/06/17
Presentation Theme	Risk Reversals and the Reflection Effect: The Moderating Role of Uncertainty Avoidance
Conference	The Association for Consumer Research European Conference
Conference Type	International
Presentation Type	Speech (General)
Contribution Type	Collaborative
Venue	Goteborg, Sweden
Publisher and common publisher	*Subimal Chatterjee, David Taylor
Details	Prospect Theory’s reflection hypothesis predicts that people are risk averse in gains and risk seeking in losses. In three experiments, we show that the reflection effect is moderated by an individual’s tendency to avoid uncertainty (UA).