Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion

Kristina M. Durante, University of Texas at San Antonio, USA
Ashley Rae, University of Texas at San Antonio, USA
Vladas Griskevicius , University of Minnesota, USA
Stephanie Cantu , University of Minnesota, USA
Is loss aversion influenced by hormones? Results revealed that women become less loss averse near ovulation. Ovulating women were less upset about losing money and accepted lower selling prices in an actual marketplace exchange. Additional findings revealed important boundary conditions for the effect of ovulatory hormones on women’s loss aversion.
[ to cite ]:
Kristina M. Durante, Ashley Rae, Vladas Griskevicius , and Stephanie Cantu (2013) ,"Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.