晋升(国际象棋)
业务
投资(军事)
财务
营销
政治学
政治
法学
作者
Rongrong Zhou,Michel Tuan Pham
出处
期刊:PsycEXTRA Dataset
日期:2003-01-01
被引量:28
标识
DOI:10.1037/e683332011-008
摘要
We propose that consumers' investment decisions involve processes of promotion and prevention regulation that are managed across separate mental accounts, with different financial products seen as representative of promotion versus prevention. Consistent with this hypothesis, we show that (a) investors are differentially sensitive to gains and losses and differentially risk-seeking depending on the financial products being considered, and (b) that these phenomena occur because of strong associations between financial products and promotion versus prevention. Therefore, investors' goals may be determined by the investment opportunities under evaluation, rather than being independent of these opportunities as is assumed in standard finance theory.
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