The paper examines in the laboratory how risk-taking situations are affected by the conditions of observing other's choices (observer) and being observed by others (source). By extending Yechiam et al.'s (2008) experimental design to the domain of gains we find that observers are more probable...

Market growth is driven by product innovation. Beyond functional satiation the marginal utility of product performance and variety decreases. We argue that social comparisons underlying innovation diffusion results in consumer motivations for upward assimilation toward the behavior of better...