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Open AccessFeature PaperArticle

Context Moderates Priming Effects on Financial Risk Taking

Department of Psychology, Birmingham City University, B4 7BD Birmingham, UK
Department of Psychology, Kingston University London, KT1 2EE Kingston upon Thames, UK
Industrial Psychology and Human Factors Group, Cranfield University, MK43 0AL Cranfield, UK
Warwick Business School, University of Warwick, CV4 7AL Coventry, UK
Author to whom correspondence should be addressed.
Academic Editor: Mogens Steffensen
Risks 2017, 5(1), 18;
Received: 3 December 2016 / Revised: 6 March 2017 / Accepted: 9 March 2017 / Published: 14 March 2017
Previous research has shown that risk preferences are sensitive to the financial domain in which they are framed. In the present paper, we explore whether the effect of negative priming on risk taking is moderated by financial context. A total of 120 participants completed questionnaires, where risky choices were framed in six different financial scenarios. Half of the participants were allocated to a negative priming condition. Negative priming reduced risk-seeking behaviour compared to a neutral condition. However, this effect was confined to non-experiential scenarios (i.e., gamble to win, possibility to lose), and not to ‘real world’ financial products (e.g., pension provision). The results call into question the generalisability of priming effects on different financial contexts. View Full-Text
Keywords: priming; context effects; financial risk; risk attitudes priming; context effects; financial risk; risk attitudes
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Aldrovandi, S.; Kusev, P.; Hill, T.; Vlaev, I. Context Moderates Priming Effects on Financial Risk Taking. Risks 2017, 5, 18.

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