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- Nathan Novemsky
- School of Management, Yale University
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- Daniel Kahneman
- Psychology Department, Woodrow Wilson School, Princeton University
説明
<jats:p> 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. </jats:p>
収録刊行物
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- Journal of Marketing Research
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Journal of Marketing Research 42 (2), 119-128, 2005-05
SAGE Publications
