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Risky Shift in Marketing Decision Making: A Nonconfirmation

Choice-dilemma items and a marketing case-study task were administered to 48 MBA candidates at the University of Texas in a test of the risky-shift phenomenon. Using consensus decisions, groups were more risk-oriented than the individuals comprising them in the instance of the choice-dilemma items, but not when a familiar, realistic task was performed. Hence, it is necessary to use caution when attempting to generalize the risky shift to decision-making situations that use more realistic measures of risk than those represented by the standard choice-dilemma instrument.