<p>Residential mobility has a profound impact on consumer psychology and behavior. Existing research offers conflicting perspectives on the impact of residential mobility on consumers risk-taking behaviors. This study posits that the effect of residential mobility on consumer risk taking is moderated by individual self-construal. Through two experiments, this study demonstrates that for consumers with an independent self-construal, residential mobility (vs. stability) heightened the need for differentiation, which in turn increases risk-taking tendencies. Conversely, for individuals with an interdependent self-construal, residential mobility (vs. stability) strengthen the need for assimilation, thereby reducing risk-taking behaviors. These findings contribute to the literature on residential mobility and risk-taking while providing practical insights for marketers promoting risk-related products.</p>