99353008993530129935303499353044*

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Duke University Carnegie Mellon University University of Texas Preyas S. Desai Ajay Kalra B.P.S. Murthi

Research Interest Research Interest Research Interest

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() (1) (2)

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(1) ()(2)/ (3)

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Cox and Rich (1964)Dowling & Richard Staelin(1994)

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Bettman1973 ( inherent risk )( handled risk )(1):(2):*

137 (1) (2)( )

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(perceived risk)

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/ (Extrinsic cue/information) /(Intrinsic attribute/information)

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(1)(2)(3)

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Yellow Pages()

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H1

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()

H2

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H3

H4

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(1)H1(2)

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136Barrington Lazzard

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2222manipulated factor 1/2Lazzard/3Lazzard/4/

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F values < 1 F values < 12/2/ANOVA

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1/218911996*

1 // /2 Lazzard/Barrington Lazzard/Barrington

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15scores of 17Lazzardscore of 8scores of 915Barrington*

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(F1, 131 = 109.64, p < .0001)(F1, 131 = 8.91 p < .01)Barrington (F1, 131 = 2.57, p

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H2

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2x2x21/2 /3/*

::$5/:Kennel RoomPetpourri

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2/2/*

15Scores of 17a score of 8scores of 915

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PetpourriKennel Room (PetpourriKennel Room)/

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(MHigh = 10.71 versus MLow = 9.24; F1, 80 = 3.39, p < .05)(MHigh = 10.04 versus MLow = 8.65; F1, 79 = 4.26, p < .05)H2

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H3H4 H3:

H4: *

(1)122

(2)(airlineA & airline B)AIR-A1981AIR-B1999

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2*2 ANOVA *

=72.33%=18.26=72.33%=1.63=72.33%=18.29=72.33%=1.63

(1) 1-----------------------8-------------------------15a b

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(2)

? 1---------------------5---------------------9

? 1---------------------5---------------------9

? 1---------------------5---------------------9 Cronbachs alpha: air-a (0.90) & air-b (0.91)(over 0.8)

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(3) X? 1---------------------5---------------------9

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(F1,118=11.14 P

(F1, 118 = 1.47)(F1, 118 = 33.06, p

(F1, 118 = 3.85, p

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H5

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Simon (1955) and Payne, Laughhunn, and Crum(1980)Kahneman and Tversky (1979)Payne, Laughhunn, and Crum (1980, 1981)*

(1)A&BA1977B1993*

(2)8.81%2.42%5.1%&12.1%12%8%*

1-----------4-----------7 *

75.9%35%

(X_High Target = 3.94)(X_Low Target = 2.76; F1, 58 = 19.05, p < .0001)H5*

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Thanks for your attention*

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