Choosing the sure gain and the sure loss: uncertainty avoidance and the reflection effect - Chatterjee, Subimal; Atav, Gizem; Min, Junhong; Taylor, David (The Journal of consumer marketing, 2014)
Keywords: Avoidance behavior; Between-subjects design; Decision making; Market research/consumer behaviour; Marketing; Preferences; Probability; Studies; Theory; Risky choice; Prospect Theory; Uncertainty avoidance; Reflection effect