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When Do Losses Loom Larger than Gains?
Abstract
In defining limits to loss aversion, Novemsky and Kahneman (2005) offer important new data and a needed summary of appropriate ways to think about loss aversion. In this comment to Novemsky and Kahneman's article, the authors consider the new empirical results that involve probabilistic buying and selling, suggesting caution in generalizing the results to nonprobabilistic commerce. The authors expand Novemsky and Kahneman's summary by exploring two critical constructs that help define the boundaries of loss aversion: emotional attachment and cognitive perspective. Emotional attachment alters loss aversion by moderating the degree to which parting with an item involves a loss, whereas shifts in cognitive perspective explain why items typically viewed as a loss are given more or less weight. The goal is to use these constructs to characterize more specifically contexts in which losses loom larger than gains and to suggest specific ways that research into loss aversion could evolve.
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“loss aversion appears to increase with affective enrichment of “hedonic” consumer goods (e.g., music CDs versus computer disks) (11) and more generally with emotional attachment (12).”
From Amygdala damage eliminates monetary loss aversion (2010) · cites this paper as [12]
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“Others, however, suggest that such instant effects result from “generalized response tendencies in relation to possessions, even when such consumption capital may not have been built up yet” (Ariely et al. 2005).”
BackgroundBEKLENTİ TEORİSİ VE VERGİ UYUMUNU ETKİLEYEN FAKTÖRLER
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“Such phrasing may change participants’ cognitive perspective of the task (for review see [16]) such that their behavior coincides with the construct of a ‘seller”.”
BackgroundInfluential
Metadata
- Authors
- Ariely, D., Huber, J., & Wertenbroch, K.
- Affiliations
- Massachusetts Institute of Technology (US)
- Duke University (US)
- INSEAD (FR)
- Corresponding author
- Ariely, Dan
- Huber, Joel
- Wertenbroch, Klaus
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2005-05
- Volume
- 42
- Issue
- 2
- Pages
- 134-138
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2061239943
- Cited by
- 267
- References
- 25
- Citations by year
- 2026: 4 · 2025: 12 · 2024: 9 · 2023: 14 · 2022: 11 · 2021: 22 · 2020: 11 · 2019: 13 · 2018: 23 · 2017: 16 · 2016: 17 · 2015: 19 · 2014: 20 · 2013: 12 · 2012: 14
- FWCI
- 4.47
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Experimental Behavioral Economics Studies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- loss aversion, emotional attachment, cognitive approach, purchase decision, consumer behavior
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