Risk on the Edge: The Effect of Relative Spatial Location on Consumer Preferences and Choices

This article explores how consumers’ relative spatial location influences their preferences and choices. Drawing on the conceptual metaphor literature, the author proposes that people interpret the abstract concept of risk using a more tangible concept: their location relative to the center or edge of a space. Five main studies (and a pilot) reveal the existence of a metaphorical association between risk and spatial location and show how this association systematically affects consumer risk-taking behavior. Specifically, people positioned closer to the edges (vs. center) of space are disproportionately more likely to seek (vs. avoid) risky choices. This phenomenon is demonstrated across various decision-making scenarios in the laboratory and field, using both physical and virtual manipulations of space. This effect occurs because being located closer to the edges (vs. center) evokes concepts related to risk (vs. safety), making risky (vs. safe) products easier to process and, as a result, more desirable. Moreover, this research sheds light on the effect characteristics and boundary conditions. The author concludes with a discussion of the implications of these findings for consumers and businesses.