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Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk

Title
Muscling My Way to My Positive Future: Physical Exertion of Strength and Preference for Risk
Author
안희경
Keywords
physical strength; risk preference; sense of control; illusory control; risky choice
Issue Date
2020-04
Publisher
Korean Marketing Association
Citation
ASIA MARKETING JOURNAL, v. 22, no. 1, page. 27-39
Abstract
Building on the growing literature on how physical bodily expressions influence psychological processes, the authors propose that exerting physical strength decreases risk perceptions and increases preference for risky options by increasing perceptions of control or agency. The present research is based on the belief of “no pain, no gain”, that when an individual exerts physical strength and effort, he believes he can be the agent in bringing about the desired outcome. Because of this automatic association between exerting physical strength and the sense of being in control of the outcome, the authors hypothesize that even in situations where the outcome is determined by chance and luck, individuals exerting effort feel they have more control and thus choose riskier, but more desirable, options. Furthermore, this research clarifies the distinction between physical exertion of strength, high- and low-power poses, and psychological power.
URI
https://www.dbpia.co.kr/journal/articleDetail?nodeId=NODE10565496#nonehttps://repository.hanyang.ac.kr/handle/20.500.11754/165396
ISSN
1598-7868; 2765-6500
DOI
10.15830/amj.2020.22.1.27
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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