Research

Research

Why do people sometimes fail to pursue offers, even when those offers to to have only upside? From consumers turning down (free) products to nonprofit organizations turning down (free) donations, Emily’s research documents how consumers make cost-benefit trade-offs, and how these trade-offs influence consumer decision-making. 

For example, Emily shows that consumers engage in opportunity neglectrejecting low-probability opportunities even when these come with no objective costsdue to the subjective costs of taking their chances (e.g., being disappointed). In another paper, Emily examines the potentially damaging evaluations nonprofit institutions face when receiving donations from tainted donors. Although society is arguably better off when money moves from tainted donors to nonprofits, consumers sometimes penalize such nonprofits, viewing them as less moral and less trustworthy, and donating less to them. In her research, Emily also develops interventions, to bring to mind the benefitsrather than the costsof the options at hand.

Emily collaborates with researchers around the world, including Mike Norton (HBS), Leslie John (HBS), Liz Keenan (HBS), George Loewenstein (CMU), Joachim Vosgerau (Bocconi), Kate Barasz (ESADE), Irene Scopelliti (City University), and Peter Ubel (Duke University).

Publications

Prinsloo, Emily, Kate Barasz, Leslie John, and Michael Norton (in press), “Opportunity Neglect: An Aversion to Low-Probability Gains,” Psychological Science, access online here.

Prinsloo, Emily, Kate Barasz, and Peter Ubel (2022), “Motivated Inferences of Price and Quality in Healthcare Decisions,” Journal of the Association for Consumer Research, 7(2), 186-197, access online here

Papers under Revision and Working Papers

(Last updated: March 2025)
* denotes equal authorship

Prinsloo, Emily*, Irene Scopelliti, George Loewenstein, and Joachim Vosgerau, “Responses to Outcome Disclosure: A Social Utility Account,” R&R at OBHDP.

Moon, Alison*, and Emily Prinsloo*, “To Accept or To Deflect? Examining the Consequences of Compliment Responses,” under second-round review at Psychological Science. 

Prinsloo, Emily, “The Tainted Donor Dilemma,” working paper, preparing for submission to JM.

Ran, Yaxuan, Emily Prinsloo, and Xi Li, “The Conditional Probability Bias in Risk Evaluation,” working paper.

Emily PrinslooRan, Yaxuan, and Xi Li, “The Second Chance Illusion,” working paper.

Sezer, Ovul, Emily Prinsloo, Alison Wood Brooks, and Michael Norton, “Backhanded Compliments: How Negative Comparisons Undermine Flattery,” working paper.