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Keywords: Reflection effect
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2014) 31 (5): 351–359.
Published: 11 August 2014
...Subimal Chatterjee; Gizem Atav; Junhong Min; David Taylor Purpose – The paper aims to investigate the role of uncertainty avoidance (UA) as a moderator of Prospect Theory’s reflection effect (i.e. the simultaneous choice of a sure gain and a risky loss). We expect that higher-UA consumers...
