Marshall, Roger; Huan, Tzung-Cheng; Xu, Yingzi; Nam, Inwoo - In: Journal of Business Research 64 (2011) 8, pp. 871-878
Prospect theory states that an individual in a loss situation is more likely to make a risky financial decision than when they are in a gain frame. Some researchers observe that Asians tend to have a more positive attitude toward risk in financial decisions than Westerners. The first of two...