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The number of individual investors who trade stocks online has significantly increased in recent years. Surprisingly, consumer researchers have paid little attention to how emotions influence individual investors' stocktrading decisions. In a series of three experiments, the authors investigate the impact of incidental fear on the decision to sell in a stock market simulation. The results show that fearful (vs. control) participants sell their stock earlier (Experiments 1-3) . This effect,doi:10.1509/jmkr.48.spl.s121 fatcat:5cioy4pecjbsxndtanydskjeae