Citation

Novemsky N, Kahneman D. J. Mark. Res. 2005; 42(2): 119-128.

Copyright

(Copyright © 2005, American Marketing Association)

DOI

10.1509/jmkr.42.2.119.62292

PMID

unavailable

Abstract

In this article, the authors propose some psychological principles to describe the boundaries of loss aversion. A key idea is that exchange goods that are given up "as intended" do not exhibit loss aversion. For example, the authors propose that money given up in purchases is not generally subject to loss aversion. The results of several experiments provide preliminary support for the hypotheses. The authors find that, consistent with prospect theory, loss aversion provides a complete account of risk aversion for risks with equal probability to win or lose. The authors propose boundaries for this result and suggest further tests of the model.

Language: en