Research On Risk Decision-making Differences In Threatened Freedom

With development of Internet rapidly,the cost of network marketing means are more and more cheap,and assertive ads are widely used anywhere,which directly ask consumers to take specific actions.however,assertive languages must to ineffective due to psychological reactance.Thus,perceived threats to or the elimination of a freedom may result in attempts to restore that threatened or lost freedom.and we controlling language arouses a greater freedom threat,does individual engage in risktaking behavior?This study used the experimental method was divided into two studies:(1)Experiment 1,using the method of behavioral experiment.the paper investigated the threatened freedom and its relationship with risk decision-making,and examine the mediating effect of angry.(2)Experiment 2 was a 2(situation type: high level of threatened freedom,low level of threatened freedom)×2(emotional regulation strategies: cognitive reappraisal,expression suppression)mix experimental design.Experiment 2 which on the base of experiment 1,further research the moderating effect of emotional regulation strategies.Based on the results of two experiments,we draw these conclusions:(1)Threatened freedom situation type has an effect on different decision maker's risk preference.(2)Angry mediated the effect of threatened freedom and decision maker's risk preference.(3)Emotional regulation strategies moderated the effect of threat-freedom perceptions on risk decision-making.The present research enriches the PRT,these results offer some advice for individuals make rational choices and companies to advertise effectively.