Visceral Influences on Risk-Taking Behavior

@inproceedings{Ditto2006VisceralIO,
  title={Visceral Influences on Risk-Taking Behavior},
  author={Peter H. Ditto and David Pizarro and EDEN B. EPSTEIN and Jill A Jacobson and Tara K MacDonald},
  year={2006}
}
Visceral cues indicating proximity to objects of desire can lead people to be disproportionately influenced by the anticipated rewards of immediate gratification rather than the risks of consummatory behavior. Two studies examined this hypothesis. In Study 1, participants were given the choice of playing a game in which they risked time in the lab to win chocolate chip cookies. Participants who could see and smell the cookies while they made their decision were less sensitive to risk… CONTINUE READING

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