5-K: Pride and Shame Moderate the Effect of Regulatory Focus on Risk Taking Propensity

Aylar Pour Mohammad, Gülen Sarial Abi

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


How self-conscious emotions affect risk taking behavior? Prior literature has indicated that promotion (prevention) focus is associated with risk seeking (risk avoiding) propensity (Bryant and Dunford 2008). Two experiments demonstrate that positive (negative) self-conscious emotions may attenuate the effect of promotion (prevention) focus on risk taking propensity.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsAyelet Gneezy, Vladas Griskevicius , Patti Williams
Number of pages1
PublisherAssociation for Consumer Research
Publication date2017
Publication statusPublished - 2017
Externally publishedYes

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