Citation

Novemsky N, Kahneman D. J. Mark. Res. 2005; 42(2): 139-140.

Copyright

(Copyright © 2005, American Marketing Association)

DOI

10.1509/jmkr.42.2.139.62295

PMID

unavailable

Abstract

Previously (see Novemsky and Kahneman 2005), the authors proposed that intentions to exchange versus to consume a good moderate loss aversion for that good. In this rejoinder, the authors follow up on this idea, discussing several mechanisms that Ariely, Huber, and Wertenbroch (2005) propose by which intentions can moderate loss aversion. The authors consider both emotional attachment to the good and cognitive focus during evaluation as potential mediators of the effects of intentions on loss aversion.

Language: en