Explaining Risk Attitude in Framing Tasks by Regulatory Focus: A Verbal Protocol Analysis and a Simulation Using Fuzzy Logic

Anton Kühberger () and Christian Wiener ()
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Anton Kühberger: Department of Psychology, University of Salzburg, A-5020 Salzburg, Austria
Christian Wiener: Department of Psychology, University of Salzburg, A-5020 Salzburg, Austria

Decision Analysis, 2012, vol. 9, issue 4, 359-372

Abstract: We investigate the role of salient regulatory focus for risk attitude in framed gambles. In Experiment 1 we measured regulatory focus by collecting verbal protocols and found that people avoided risk under prevention focus and preferred risk under promotion focus. In Experiment 2 the same result was found when measuring people's regulatory focus with a questionnaire. Finally, the questionnaire data were used as inputs for simulating the choices of our participants by a fuzzy-logic decision generator. The findings show that regulatory focus has a strong effect on risk attitude and that risk attitude in framing tasks can be successfully modeled as some form of fuzzy processing.

Keywords: framing; fuzzy logic; risk; self-regulation (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ordeca:v:9:y:2012:i:4:p:359-372

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