Loss Aversion Attenuates Under Time Pressure

Eugene Chan, University of Toronto, Canada
Najam U. Saqib, Qatar University, Qatar
Four experiments demonstrate that loss aversion attenuates under time pressure. We posit a value function-based explanation: the loss of time under time pressure places people on the locally-convex portion of the value function, from which they consider the hedonic impact of losses to be similar to that of gains.
[ to cite ]:
Eugene Chan and Najam U. Saqib (2013) ,"Loss Aversion Attenuates Under Time Pressure", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.