Individuals who evaluate business-related risks often have a preference or goal for the business to perform well. In this paper, we test how such a directional goal affects risk perceptions and the relation between risk perceptions and assessments of value in an investment context. Compared to...

The present research explores how self-construal interacts with social versus temporal comparison target in shaping consumer perceptions of price unfairness and willingness to pay. Three experiments find that independent consumers perceive stronger price unfairness when paying more than other...