oa Journal of Marketing - Risk taking



In the United States of America there is a 38% chance that each individual who gets married will be divorced at least once. Some people claim that the number is so high because humans are living longer. Fifty years is a lot of time to spend with one partner. A few hundred years ago when the mortality rate was far lower, you only had to wake up beside the same face for half that time and that presumably was prior to the worst effects of aging taking their toll. Nonetheless, getting married is a risk. But the risk is not limited to the marriage breakdown and separation itself.


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