Loss Aversion As a Self-Commitment Device to Improve Eating Habits

We designed and tested an intervention program, based on loss aversion, which serves as an informal self-commitment device to improve people’s eating habits. Field evidence for the program demonstrates that people were more likely to show up and persist with the program at a higher rate. This effect continued post-intervention.


Joseph Yun Jie (2017) ,"Loss Aversion As a Self-Commitment Device to Improve Eating Habits ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 689-691.


Joseph Yun Jie, SolBridge International School of Business, South Korea


NA - Advances in Consumer Research Volume 45 | 2017

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