Moderating Loss Aversion: Loss Aversion Has Moderators, But Reports of its Death are Greatly Exaggerated

Volume: 30, Issue: 3, Pages: 407 - 428
Published: Jan 30, 2020
Abstract
Loss aversion, the principle that losses impact decision making more than equivalent gains, is a fundamental idea in consumer behavior and decision making, though its existence has recently been called into question. Across five unique samples (Ntotal = 17,720), we tested several moderators of loss aversion, which supported a preference construction account. Across studies, more domain knowledge and experience were associated with lower loss...
Paper Details
Title
Moderating Loss Aversion: Loss Aversion Has Moderators, But Reports of its Death are Greatly Exaggerated
Published Date
Jan 30, 2020
Volume
30
Issue
3
Pages
407 - 428
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