S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
The Salience of Economic Inequality Optimistically Biases Financial Risk Perception by Eliciting Anger
경제적 불평등의 현저성과 낙관적 재무위험평가의 관계 - 분노의 감정을 중심으로
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- inequality; financial risk; risk perception; anger; injustice; bias; social dominance orientation; 불평등; 재무 위험; 위험 인지; 분노; 불공정; 편향; 사회적 지배성 성향
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과 마케팅 전공, 2016. 2. 이경미.
- The issue of economic inequality has grown in prominence in recent years. Consequently, consumers are likely to be reminded of economic inequality with increasing frequency—by traditional or social media, interpersonal or intergroup interactions, or situational or environmental cues. Yet little research has investigated the effect of economic inequality on consumer behavior or psychology. The present research seeks to address this gap in research by exploring how the salience of economic inequality affects consumers perception of risk in the financial domain, an important domain for promoting consumer welfare. Based on a review of relevant literature, this research proposes that economic inequality will be perceived as unjust and its salience will induce anger, which in turn will lead consumers to perceive lower levels of financial risk. Indeed, the results from three studies show (1) that anger is the predominant emotional response to economic inequality, and (2) that the salience of economic inequality induces anger and (3) reduces perception of financial risks (i.e., optimistically biases financial risk perceptions).