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We consider a service system in which customers are loss averse toward both price and delay attributes. That is, customers compare these two attributes with their rational expectations of outcomes, with losses being more painful than equal-sized gains are pleasant. We first study customers’ equilibrium queueing strategies. We find that, unlike the traditional case in which loss aversion is not considered, there may exist three equilibrium strategies, one of which is preferred in the sense that customers’ utility is highest at this equilibrium. We then investigate the optimal pricing problem for a monopoly server and find that loss aversion polarizes queues, making long queues even longer and short queues even shorter. Furthermore, loss aversion toward the delay attribute drives the optimal price down, whereas loss aversion toward the price attribute drives it up. We also find that profit- and welfare-maximizing prices are …