Greedy Loss Prevention in Economic Decision-Making

Goedele Krekels, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
While greed is typically associated with self-promotion, the current paper identifies a novel area for greed research: loss prevention. Three studies show that a prevention focus is an essential part of dispositional greed, which causes individuals to be more loss averse and even overpay to insure against losing.
[ to cite ]:
Goedele Krekels and Mario Pandelaere (2014) ,"Greedy Loss Prevention in Economic Decision-Making", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 184-188.