This study offers two new scales to be used by services marketing and management practitioners and academics. The scales measure how much control a service customer prefers to have and how much control a service business offers in order to reduce or eliminate various types of risks. Scales...

Emotion regulation impacts the expected emotional responses to the outcomes of risky decisions via activation of cognitive control strategies. However, whether the regulation of emotional responses to preceding, incidental stimuli also impacts risk-taking in subsequent decisions is still poorly...