Andere Kunden interessierten sich auch für
![Emotions and Switching Barriers]( "Emotions and Switching Barriers")
Emotions and Switching Barriers32,99 €![The Role of Emotions in B2B-Marketing Tools]( "The Role of Emotions in B2B-Marketing Tools")
The Role of Emotions in B2B-Marketing Tools32,99 €![Beyond Reason]( "Beyond Reason")
Beyond Reason13,99 €![Does Culture Really Matter?]( "Does Culture Really Matter?")
Does Culture Really Matter?25,99 €![Captivating Audiences With Marketing Magic Emotions]( "Captivating Audiences With Marketing Magic Emotions")
Captivating Audiences With Marketing Magic Emotions24,99 €![Cases on Organizational Communication and Understanding Understudied Groups]( "Cases on Organizational Communication and Understanding Understudied Groups")
Cases on Organizational Communication and Understanding Understudied Groups199,99 €![Make It Matter]( "Make It Matter")
Make It Matter16,99 €
In gaming contexts with uncertain outcomes, the
majority of bettors understand that positive returns
on their wagers, over time, are beyond reach.
Because well-established marketing and economic
theory generally assumes that consumers seek a net
positive return from marketplace transactions, the
value associated with gamblers repeated wagers must
not be captured solely by the probabilities and
values associated with betting outcomes. We theorize
that imagined outcomes, provoked by anticipated
emotions, entail the completive value not recognized
by traditional expected utility calculations. To
explore this possibility, we develop and test a dual-
process model that links select cognitive factors
luck-oriented locus of control and personal
expertise and emotive factors anticipated regret and
anticipated elation to willingness to incur
uncertainty in the form of betting on long shots.
Our empirical results validate this precursory
model, and thus a dual-process theory, in a horse-
race betting context.
majority of bettors understand that positive returns
on their wagers, over time, are beyond reach.
Because well-established marketing and economic
theory generally assumes that consumers seek a net
positive return from marketplace transactions, the
value associated with gamblers repeated wagers must
not be captured solely by the probabilities and
values associated with betting outcomes. We theorize
that imagined outcomes, provoked by anticipated
emotions, entail the completive value not recognized
by traditional expected utility calculations. To
explore this possibility, we develop and test a dual-
process model that links select cognitive factors
luck-oriented locus of control and personal
expertise and emotive factors anticipated regret and
anticipated elation to willingness to incur
uncertainty in the form of betting on long shots.
Our empirical results validate this precursory
model, and thus a dual-process theory, in a horse-
race betting context.