Loss Aversion Attenuates Under Time Pressure

Four experiments demonstrate that loss aversion attenuates under time pressure. We posit a value function-based explanation: the loss of time under time pressure places people on the locally-convex portion of the value function, from which they consider the hedonic impact of losses to be similar to that of gains.


Eugene Chan and Najam U. Saqib (2013) ,"Loss Aversion Attenuates Under Time Pressure", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Eugene Chan, University of Toronto, Canada
Najam U. Saqib, Qatar University, Qatar


NA - Advances in Consumer Research Volume 41 | 2013

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