What Makes You Happierba Nonloss Or a Gain? the Moderating Role of Regulatory Focus and Need For Cognition

Ashwani Monga, University of Minnesota
Rui Zhu, Rice University
EXTENDED ABSTRACT - Framing refers to equivalent but different descriptions of the same information (Tversky and Kahneman 1981). For instance, consider the case of a surcharge for paying by credit card rather than cash. The same situation can be framed as a loss (i.e., penalty for paying by credit card) or as a gain (i.e., discount for paying in cash). These two frames can lead to four framed outcomesCa loss (i.e., paying the penalty), a nonloss (i.e., avoiding the penalty), a gain (i.e., getting the discount), and a nongain (i.e., not getting the discount). While both a loss and a nongain represent negative outcomes of equal magnitude, a nonloss and a gain represent positive outcomes of the same magnitude.
[ to cite ]:
Ashwani Monga and Rui Zhu (2004) ,"What Makes You Happierba Nonloss Or a Gain? the Moderating Role of Regulatory Focus and Need For Cognition", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 33-34.