Whether You Win Or Whether You Lose: the Differential Risk of Priming the Deliberative and Affective Systems in On-Line Auctions

Yael Steinhart, University of Haifa, Israel
Michael Kamins,
David Mazursky, The Hebrew University of Jerusalem, Israel
Avi Noy,
The research examines the role of the two-system model as a basis for further understanding the loss aversion phenomenon. It demonstrates that when priming the affective (deliberative) system, the perceived risk of losing and consequently the bids are higher (lower) if bidders anticipate losing the item rather than winning it. Three studies confirm this phenomenon.
[ to cite ]:
Yael Steinhart, Michael Kamins, David Mazursky, and Avi Noy (2011) ,"Whether You Win Or Whether You Lose: the Differential Risk of Priming the Deliberative and Affective Systems in On-Line Auctions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.