Risk on the Edge: The Effect of Relative Spatial Location on Consumer Preferences and Choices
研究发现，消费者在空间中的位置（靠近边缘还是中心）会影响其风险偏好：靠近边缘的人更倾向于选择风险选项，因为边缘位置会激活风险相关概念，使风险产品更易处理且更受欢迎。
This article explores how consumers’ relative spatial location influences their preferences and choices. Drawing on the conceptual metaphor literature, the author proposes that people interpret the abstract concept of risk using a more tangible concept: their location relative to the center or edge of a space. Five main studies (and a pilot) reveal the existence of a metaphorical association between risk and spatial location and show how this association systematically affects consumer risk-taking behavior. Specifically, people positioned closer to the edges (vs. center) of space are disproportionately more likely to seek (vs. avoid) risky choices. This phenomenon is demonstrated across various decision-making scenarios in the laboratory and field, using both physical and virtual manipulations of space. This effect occurs because being located closer to the edges (vs. center) evokes concepts related to risk (vs. safety), making risky (vs. safe) products easier to process and, as a result, more desirable. Moreover, this research sheds light on the effect characteristics and boundary conditions. The author concludes with a discussion of the implications of these findings for consumers and businesses.