The Bright Side of Dread: Anticipation Asymmetries Explain Why Losses Are Discounted Less Than Gains
Waiting for gains is a mixed emotional experience that is both pleasurable (due to savoring) and painful (due to impatience), whereas waiting for losses is a more unidimensional painful experience (dread). These findings predict time preferences and explain the "sign effect" in discounting (losses are discounted less than gains).
Citation:
David J. Hardisty, Shane Frederick, and Elke U. Weber (2016) ,"The Bright Side of Dread: Anticipation Asymmetries Explain Why Losses Are Discounted Less Than Gains", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 185-189.
Authors
David J. Hardisty, University of British Columbia, Canada
Shane Frederick, Yale University, USA
Elke U. Weber, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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