30 Pages Posted: 3 Sep 2013
Date Written: September 2, 2013
Interruptions to consumer decision making are ubiquitous. Across three studies, we find that interruptions in decision making can increase risk-taking. When an individual is interrupted during a risky decision, we find that his/her previous consideration of the decision causes it to feel more familiar. This interruption-induced familiarity increases risk-taking by decreasing avoidance motivation, as well as by increasing the perceived likelihood of a successful outcome. These findings have important implications for understanding how risk preferences may be powerfully influenced by the dynamic – and often interrupted — course of decision making.
Keywords: risk taking, decision making, familiarity, consumer behavior, interruptions
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By Wendy Liu