Risky Shift in Marketing Decision Making: A Nonconfirmation

Abstract

Choice-dilemma items and a marketing case-study task were administered to 48 MBA candidates at the University of Texas in a test of the risky-shift phenomenon. Using consensus decisions, groups were more risk-oriented than the individuals comprising them in the instance of the choice-dilemma items, but not when a familiar, realistic task was performed. Hence, it is necessary to use caution when attempting to generalize the risky shift to decision-making situations that use more realistic measures of risk than those represented by the standard choice-dilemma instrument.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 5 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.