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So, It's Pricier Than Before, but Why? Price Increase Justifications Influence Risky Decision Making and Emotional Response.

ABSTRACT: In this paper, we investigated how justifications for price increases are associated with risky decision making and emotional responses. Across two studies with paired lottery choices and sequential decisions, we found that participants presented with a justification for price increases based on increasing demand decided to invest in a comparatively riskier asset more often than participants presented with a justification for price increases based on increasing tax or those presented with no justification at all. We also found that participants presented with justifications for price increases based on increasing demand also reported higher arousal and displayed higher galvanic skin response than people in the other two justification conditions. Together, these studies provide evidence that only the increasing demand condition underlying a price increase of a risky asset can influence the decision to buy and suggests that emotional activation has a crucial role in such a decision process.

SUBMITTER: Salcedo JC

PROVIDER: S-EPMC6733970 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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So, It's Pricier Than Before, but Why? Price Increase Justifications Influence Risky Decision Making and Emotional Response.

Salcedo Juan C JC Jiménez-Leal William W

Frontiers in psychology 20190903

In this paper, we investigated how justifications for price increases are associated with risky decision making and emotional responses. Across two studies with paired lottery choices and sequential decisions, we found that participants presented with a justification for price increases based on increasing demand decided to invest in a comparatively riskier asset more often than participants presented with a justification for price increases based on increasing tax or those presented with no jus ...[more]

PMID: 31551845

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Project description:Pubertal development is a potential trigger for increases in risk-taking behaviours during adolescence. Here, we sought to investigate the relationship between puberty and neural activation during risky decision-making in males using functional magnetic resonance imaging (fMRI). Forty-seven males aged 12.5-14.5 years completed an fMRI risk-taking task (BART) and reported their tendencies for risky decision-making using a self-report questionnaire. Puberty was assessed through self-reported pubertal status and salivary testosterone levels. Testosterone concentration, but not physical pubertal status, was positively correlated with self-reported risk-taking behaviour, while neither was correlated with BART performance. Across the whole sample, participants had greater activation of the bilateral nucleus accumbens and right caudate on trials when they made a successful risky decision compared to trials when they made a safe choice or when their risky decision was unsuccessful. There was a negative correlation between pubertal stage and brain activation during unsuccessful risky decision-making trials compared within unsuccessful control trials. Males at a lower stage of pubertal development showed increased activation in the left insula, right cingulate cortex, dorsomedial prefrontal cortex (dmPFC), right putamen and right orbitofrontal cortex (OFC) relative to more pubertally mature males during trials when they chose to take a risk and the balloon popped compared to when they watched the computer make an unsuccessful risky decision. Less pubertally mature males also showed greater activation in brain regions including the dmPFC, right temporal and frontal cortices, right OFC, right hippocampus and occipital cortex in unsuccessful risky trials compared to successful risky trials. These results suggest a puberty-related shift in neural activation within key brain regions when processing outcomes of risky decisions, which may reduce their sensitivity to negative feedback, and in turn contribute to increases in adolescent risk-taking behaviours.

Dataset Information

So, It's Pricier Than Before, but Why? Price Increase Justifications Influence Risky Decision Making and Emotional Response.

Publications

So, It's Pricier Than Before, but Why? Price Increase Justifications Influence Risky Decision Making and Emotional Response.

Similar Datasets

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