Did you know that there are many places on Earth frozen all year round? Can imagine living your whole life in the bitter cold of snow and ice? Well, not only can some tiny microbes live comfortably cold, but kinds bacteria call such harsh home! Just as a polar bear needs thick coat to survive these have their own ways keeping themselves comfortable environment. Scientists found teach us lot abo...

We develop a new protocol, adapted from the Eckel and Grossman (2002, 2008) risk measure, to elicit skewness preferences. The new lottery choices have the same expected payoffs and risk (variance) as the original choices, but with increasing degrees of positive skewness. We find that our subjects are skewness-seekers. More importantly, positive skewness in the payoff structure increases the num...

Vol. XLII (November 2005), 495–506 495 © 2005, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Catherine W.M. Yeung is an assistant professor, Department of Marketing, NUS Business School, National University of Singapore (e-mail: [email protected]). Robert S. Wyer Jr. is a professor, Department of Marketing, Hong Kong University of Science and Technology (e-mail...