Will winning always encourage risk-taking? : the effects of winning-losing perception on consumers' risk preference
Beixi Wen and En-Chung Chang
| Year of publication: |
2022
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|---|---|
| Authors: | Wen, Beixi ; Chang, En-Chung |
| Published in: |
Journal of contemporary marketing science. - Bingley : Emerald, ISSN 2516-7499, ZDB-ID 2952865-3. - Vol. 5.2022, 2, p. 140-157
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| Subject: | Winning-losing perception | Risk preference | Sense of power | Konsumentenverhalten | Consumer behaviour | Risikopräferenz | Risk attitude | Experiment | Wahrnehmung | Perception |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JCMARS-08-2022-0022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013440254