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| Tekijä: | Bateman, I. (et al.) |
| Otsikko: | The affect heuristic and the attractiveness of simple gambles |
| Lehti: | Journal of Behavioral Decision Making
2007 : OCT, VOL. 20:4, p. 365-380 |
| Asiasana: | preferences risk analysis |
| Vapaa asiasana: | gambles |
| Kieli: | eng |
| Tiivistelmä: | Based on prior studies' observations, the present study tested and confirmed an explanation of a finding based on the concept of evaluability and the affect heuristic. Evaluators of the "no-loss" gamble (hereafter as: gmb.) lack a precise feeling for how good USD 9 is, hence giving it little weight in their judgment (here as: jdgt). In the second gmb., comparison with the small loss makes USD 9 "come alive with feeling", becoming weighted in the jdgt., thus increasing the attractiveness of the gmb. These results show the importance of contextual factors in determining affect and preference for simple risk-taking opportunities etc. |
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