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4 Mester (1989) assumed that expense preference behavior does not apply to all firms and concentrated her test only on the suspected expense preferrers (mutual savings and loans).
Stamp Preferrers who also typically were concerned about cleanliness, quality meats, fresh produce, and friendly personnel.
Studies have found that individuals will prefer higher risk options when they are performing below their aspiration level: "[I]ndividuals move from being risk preferrers to risk averters, or vice versa, depending on whether they are performing above or below their aspiration level.