Gaze Reflects Loss Aversion

By modeling individuals’ gaze traces on potential gains and losses while they decided whether to accept or reject gambles in an eye-tracking experiment, we demonstrated that loss aversion reflected the overweighting of information about potential losses relative to potential gains sampled during visual inspection of gambles.



Citation:

Feng Sheng, Arjun Ramakrishnan, Darsol Seok, Puti Cen, and Michael Platt (2018) ,"Gaze Reflects Loss Aversion", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 945-945.

Authors

Feng Sheng, University of Pennsylvania, USA
Arjun Ramakrishnan, University of Pennsylvania, USA
Darsol Seok, University of Pennsylvania, USA
Puti Cen, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap

Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA

Read More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.