Loss aversion is a behavioral phenomenon with game-changing implications for economic
theory and practice. We conduct a meta-analysis of 33 studies (providing 109 observations) …

Much research has focused on the effects of reference prices on brand choice decisions
using scanner panel data. The theory and application are well-documented and accepted …

One of the central tenets of Prospect Theory is the concept of loss aversion--the
psychological impact of loss is bigger than that of an equivalent gain. However, empirical …

Recent work in marketing has drawn on behavioral decision theory to advance the notion
that consumers evaluate attributes (and therefore choice alternatives) not only in absolute …

Loss aversion, the fact that losses have a greater impact than gains, is a fundamental
property of behavioral accounts of choice. In this paper, we suggest four possible …

Although we disagree with some of Gal and Rucker's (2018–this issue) specific evidence
and with their overstated conclusion regarding loss aversion, their overarching message …

Loss aversion, the principle that losses impact decision making more than equivalent gains,
is a fundamental idea in consumer behavior and decision making, though its existence has …

Loss aversion, the principle that losses loom larger than gains, is among the most widely
accepted ideas in the social sciences. The first part of this article introduces and discusses …

The literature has produced mixed support for loss aversion in a reference price context and
the outcome may depend on the type of reference price. One extant study has reported …

The compromise effect denotes the finding that brands gain share when they become the
intermediate rather than extreme option in a choice set. Despite the robustness and …