Rivalry Increases Risk-taking and Physiological Stress

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Coke vs. Pepsi. Apple vs. Samsung. Yankees vs. Red Sox. Patriots vs. Jets. Rivalries can deepen brand loyalties, spur innovation, and encourage the kind of risk-taking that leads to big wins. But rivalries can just as easily provoke actions that lead to significant losses, from an upset in the SuperBowl to the 2008 financial crisis.

Source: Press Release | Rivalry Increases Risk-taking and Physiological Stress According to New Research from NYU Stern, the University of Arizona, and The Wharton School of the University of Pennsylvania – NYU Stern

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