Incidental Affective State and Financial Risk: Beyond a Valence-Based Approach

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Galentino Andrea; Bonini Nicolao;
  • Journal: Micro & Macro Marketing,issue 2,pages241-260
  • Related identifiers: doi: 10.1431/77722
  • Subject: Financial Risk; Affective State; Valence; Arousal.

Standard economic models explain decision-making under risk as a methodical utility maximization process. Developments in cognitive psychology and neuroeconomics show the volatility of such conceptualization highlighting human bounded rationality and discussing the role... View more
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