Context Moderates Priming Effects on Financial Risk Taking

Silvio Aldrovandi, Petko Kusev, Tetiana Hill, Ivo Vlaev

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Previous research has shown that risk preferences are sensitive to the financial domain in which they are framed. In the present paper, we explore whether the effect of negative priming on risk taking is moderated by financial context. A total of 120 participants completed questionnaires, where risky choices were framed in six different financial scenarios. Half of the participants were allocated to a negative priming condition. Negative priming reduced risk-seeking behaviour compared to a neutral condition. However, this effect was confined to non-experiential scenarios (i.e., gamble to win, possibility to lose), and not to ‘real world’ financial products (e.g., pension provision). The results call into question the generalisability of priming effects on different financial contexts.
Original languageEnglish
Article number18
Number of pages11
Issue number1
Publication statusPublished - 14 Mar 2017
Externally publishedYes


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