The Evolutionary Roots of Decision Biases: Erasing and Exacerbating Loss Aversion

Loss aversion is considered a universal bias. From an evolutionary perspective, however, loss aversion is likely an adaptation for solving survival, but not mating, challenges. Drawing on an evolutionary framework, we find that activating self-protection motives exacerbates loss aversion, but activating mating motives can erase loss aversion in men.


Yexin Jessica Li, Douglas Kenrick, Vladas Griskevicius, and Steven Neuberg (2011) ,"The Evolutionary Roots of Decision Biases: Erasing and Exacerbating Loss Aversion ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Yexin Jessica Li, Arizona State University, USA
Douglas Kenrick, Arizona State University, USA
Vladas Griskevicius, University of Minnesota, USA
Steven Neuberg, Arizona State University, USA


NA - Advances in Consumer Research Volume 38 | 2011

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