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).