Having control over and above situations: The influence of elevated viewpoints on risk taking

Ata Jami*

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

This article examines how consumers’ exposure to the viewpoint of high versus low vertical position changes their risk-taking behavior. The author proposes that consumers’ views of scenery from a high physical elevation induce an illusory sense of control, which in turn intensifies risk taking. Multiple studies show that exposure to the viewpoint of high vertical positions increases risk taking in both laboratory settings (Studies 1a, 1b, and 1c) and real settings (Study 4). In addition, the author demonstrates that an illusory sense of control mediates the effect of an elevated viewpoint on risk taking (Study 2) and that the effect of elevation on risk taking is attenuated when people use a low-level mental construal to process visual information (Study 3).

Original languageEnglish (US)
Pages (from-to)230-244
Number of pages15
JournalJournal of Marketing Research
Volume56
Issue number2
DOIs
StatePublished - Apr 2019

Keywords

  • Elevation
  • Illusory control
  • Risk taking
  • Vertical position
  • Viewpoint

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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