Abstract
Outcome of prior investment plays an important role in subsequent similar financial decision making, subject to intensity of an individual’s chronic regulatory focus. This study proposes that people may behave differently after experiencing the same outcome due to the moderating effect of the intensity of chronic regulatory focus. Using an experimental approach, with 110 adults, this study demonstrates that individuals tend to be more riskseeking in subsequent similar financial decision making upon a success, as compared to a failure, in their prior investment. The intensity of chronic regulatory focus moderates the
effect of a prior investment success, specifically, individuals with higher intensity of chronic regulatory focus tend to be more risk-seeking than those with lower intensity of chronic regulatory focus in the success condition. In a failure condition, most individuals tend to be more risk averse after a big failure in previous investment.
effect of a prior investment success, specifically, individuals with higher intensity of chronic regulatory focus tend to be more risk-seeking than those with lower intensity of chronic regulatory focus in the success condition. In a failure condition, most individuals tend to be more risk averse after a big failure in previous investment.
| Original language | English |
|---|---|
| Title of host publication | Marketing in a Post-Disciplinary Era - ANZMAC 2016 |
| Editors | David Fortin, Lucie K. Ozanne |
| Place of Publication | Christchurch New Zealand |
| Publisher | University of Canterbury |
| Pages | 1-7 |
| Number of pages | 7 |
| ISBN (Print) | 9780473376604 |
| Publication status | Published - 2016 |
| Event | Australian and New Zealand Marketing Academy Conference 2016 - University of Canterbury, Christchurch, New Zealand Duration: 5 Dec 2016 → 7 Dec 2016 http://www.mang.canterbury.ac.nz/ANZMAC/ANZMAC%20proceedings%202016.pdf http://www.anzmac.org/conferences/view/2016-ANZMAC-Marketing-in-a-Post-Disciplinary-Era |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference 2016 |
|---|---|
| Abbreviated title | ANZMAC 2016 |
| Country/Territory | New Zealand |
| City | Christchurch |
| Period | 5/12/16 → 7/12/16 |
| Other | This premier conference brings together both top and emerging academics from our region and across the globe. ANZMAC is a platform that creates a wonderful sense of belonging year after year and nurtures a collegial and scholarly atmosphere. |
| Internet address |
Keywords
- Consumer decision-making
- Regulatory focus theory