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Title: Desirability bias and the effect of financial penalties
Authors: Bong, Liek Han
Chai, Shu Yu
Choo, Clara Hui Min
Keywords: DRNTU::Business::Marketing
Issue Date: 2005
Abstract: The objective of this study is to investigate the effect of punishment, in the form of financial penalties, on the desirability bias. The desirability bias leads people to judge desirable outcomes to be more likely, at times leading to unnecessary optimism and dysfunctional risk-taking behaviour.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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