Lost and Found: the Conversion of Gains and Losses on Consumers’ Decision Making

People tend to add value to rediscovered objects, which were once lost, because they convert the degree of pain when losing the objects to the degree of pleasure when finding the objects again. The conversion between mental accounts of gains and losses influences consumers’ likelihood of purchasing a product.


Yan Meng and Stephen J. Gould (2013) ,"Lost and Found: the Conversion of Gains and Losses on Consumers’ Decision Making", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Yan Meng, Baruch College, CUNY, USA
Stephen J. Gould, Baruch College, CUNY, USA


NA - Advances in Consumer Research Volume 41 | 2013

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