VDM Verlag Dr. Mueller E.K.
Anticipated Emotions Matter
Product Code:
9783639098549
ISBN13:
9783639098549
Condition:
New
$53.25
Anticipated Emotions Matter
$53.25
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.
| Author: Jeremy J. Sierra |
| Publisher: VDM Verlag Dr. Mueller E.K. |
| Publication Date: Nov 06, 2008 |
| Number of Pages: 52 pages |
| Binding: Paperback or Softback |
| ISBN-10: 3639098544 |
| ISBN-13: 9783639098549 |
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