Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Anticipated Emotions Matter

Anticipated Emotions Matter

Sierra, Jeremy J.
Hyman, Michael R.

Paperback

General Psychology

ISBN10: 3639098544
ISBN13: 9783639098549
Publisher: Blues Kids Of Amer
Published: Nov 6 2008
Pages: 52
Weight: 0.18
Height: 0.11 Width: 6.00 Depth: 9.00
Language: English
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.

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