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Magnitude, time, and risk differ similarly between joint and single evaluations/ created by Christopher K. Hsee, Jiao Zhang, Liangyan Wang and Shirley Zhang

By: Contributor(s): Material type: TextTextSeries: Journal of consumer research ; Volume 40, number 1,Chicago : University of Chicago Press, 2013Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISSN:
  • 00935301
Subject(s): LOC classification:
  • HF5415.3 JOU
Online resources: Abstract: Arguably, all choice options involve three basic attributes: magnitude (outcome size), time (of occurrence), and probability (of occurrence) and are evaluated in one of two basic evaluation modes: JE (joint evaluation, involving comparison of multiple options) and SE (single evaluation, without comparison). This research explores how reactions to the three basic attributes (and their associated functions—utility, time discounting, and probability weighting) vary between the two basic evaluation modes. Nine studies, tapping diverse contexts, yield two general results: first, for all these attributes, people are more sensitive to variations near endpoints (zero magnitude, no delay, and 0% or 100% probability) than in other regions, and this differential sensitivity is more pronounced in SE than in JE. Second, when faced with options involving a trade-off between magnitude and time (delay) or between magnitude and probability (risk), people are both more delay averse and more risk averse in SE than in JE.
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Arguably, all choice options involve three basic attributes: magnitude (outcome size), time (of occurrence), and probability (of occurrence) and are evaluated in one of two basic evaluation modes: JE (joint evaluation, involving comparison of multiple options) and SE (single evaluation, without comparison). This research explores how reactions to the three basic attributes (and their associated functions—utility, time discounting, and probability weighting) vary between the two basic evaluation modes. Nine studies, tapping diverse contexts, yield two general results: first, for all these attributes, people are more sensitive to variations near endpoints (zero magnitude, no delay, and 0% or 100% probability) than in other regions, and this differential sensitivity is more pronounced in SE than in JE. Second, when faced with options involving a trade-off between magnitude and time (delay) or between magnitude and probability (risk), people are both more delay averse and more risk averse in SE than in JE.

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