The Bright Side of Dread: Anticipation Asymmetries Explain Why Losses Are Discounted Less Than Gains

David J. Hardisty, University of British Columbia, Canada
Shane Frederick, Yale University, USA
Elke U. Weber, Columbia University, USA
Waiting for gains is a mixed emotional experience that is both pleasurable (due to savoring) and painful (due to impatience), whereas waiting for losses is a more unidimensional painful experience (dread). These findings predict time preferences and explain the "sign effect" in discounting (losses are discounted less than gains).
[ to cite ]:
David J. Hardisty, Shane Frederick, and Elke U. Weber (2016) ,"The Bright Side of Dread: Anticipation Asymmetries Explain Why Losses Are Discounted Less Than Gains", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 185-189.