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Who Wants to be a Millionaire? A Behavioral Economy Analysis*

Contemporary Issues in Behavioral Finance

ISBN: 978-1-78769-882-6, eISBN: 978-1-78769-881-9

Publication date: 4 July 2019


In this chapter, the authors studied cognitive biases such as certainty effect, isolating effect, and overconfidence effect in the Turkish version of “Who Wants to be a Millionaire” TV show. The research was carried out by watching the show during different dates between September 2013 and April 2015 and filling in a questionnaire, which consists of 25 questions. A total of 408 contestants were observed and evidence was found for both certainty and isolation effects.



Tufan, E., Engin, B., İmer, Y. and Aycan, M. (2019), "Who Wants to be a Millionaire? A Behavioral Economy Analysis*", Grima, S., Özen, E., Boz, H., Spiteri, J. and Thalassinos, E. (Ed.) Contemporary Issues in Behavioral Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 101), Emerald Publishing Limited, Bingley, pp. 205-213.



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