Uniqueness seeking leads to greater risk-taking

Authors

  • M. Cantarella
  • O. Desrichard

Abstract

Background. Previous studies have found a correlation between risk-taking and need for uniqueness (NFU). However, there is currently no experimental evidence for such a relation. We report two studies showing that NFU leads to greater risk-taking. Method. In both studies we measured need for uniqueness. Participants were confronted with a risk-taking task (Slovic, 1966). Prior to the risk-taking task, they were randomly assigned to three experimental conditions where the risk-taking norm (low, moderate, high) was manipulated by giving false information about the majority’s decision. In study 2, prior to the risk-taking task participants received fictitious test feedback labeling them as either different vs. similar to the majority of previous participants. Findings. Study 1 (N = 299) showed that NFU predicts a significant increase in willingness to take more risk than the induced norm (controlled for sensation seeking). Study 2 (N =295) replicated this result and showed that induced similarity to others increases risk-taking by participants with high NFU. Discussion. This study provides the first experimental evidence for a causal link between need for uniqueness and risk-taking.

Published

2015-12-31

Issue

Section

Oral presentations