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.
|Title of host publication||Advances in Consumer Research|
|Editors||Ayelet Gneezy, Vladas Griskevicius , Patti Williams|
|Number of pages||1|
|Publisher||Association for Consumer Research|
|Publication status||Published - 2017|