Hasty or hesitant? The behavioral consequences of adolescents’ and young adults’ ambivalence towards risky products – MSI

Working Paper

Hasty or hesitant? The behavioral consequences of adolescents’ and young adults’ ambivalence towards risky products

Anne Hamby

Boise State University

Cristel Russell

Pepperdine University

Jan 7, 2022

Conducts a series of experiments with US and French subjects to determine how ambivalence focuses attention on the upside of risky choices and how awareness of peer group behavior can moderate this effect.

Topics

Consumer Behavior & Insights Social Media & Social Influencers

research recap

Peers vs. Fears: How Ambivalence and Norms Shape Consumer Decisions

Consumers can be ambivalent about many decisions they face—such as whether or not to consume alcohol, drugs or certain foods. While this ambivalence itself creates arousal that focuses attention on positive outcomes of risky choices, awareness of peers’ behavior can moderate this effect.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.