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.



Citation:

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: .

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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