Cognitive Moderators of Loss Aversion
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
journal article
Date Issued
2012
Author(s)
Abstract
Loss aversion suggests that losses have a greater impact upon
choice than the equivalent sized gain. Despite extensive use in consumer theory, we know less about the cognitive mechanisms underlying the effects, and their implications. This raises a number of questions: Are there systematic individual or attribute differences? To what extent does cognition or affect moderate these effects? Answering these questions has both practical and theoretical importance. In this paper, we will examine potential moderators of loss aversion, with our goal being to provide a set of facts that characterize the nature of loss aversion across attributes, individuals, and their characteristics to inform future theory.
In: "New Insights Into The Endowment Effect And Loss Aversion"
choice than the equivalent sized gain. Despite extensive use in consumer theory, we know less about the cognitive mechanisms underlying the effects, and their implications. This raises a number of questions: Are there systematic individual or attribute differences? To what extent does cognition or affect moderate these effects? Answering these questions has both practical and theoretical importance. In this paper, we will examine potential moderators of loss aversion, with our goal being to provide a set of facts that characterize the nature of loss aversion across attributes, individuals, and their characteristics to inform future theory.
In: "New Insights Into The Endowment Effect And Loss Aversion"
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Association for Consumer Research
Publisher place
Duluth, Minn.
Volume
39
Start page
144
End page
145
Pages
12
Subject(s)
Division(s)
Eprints ID
208979