8G Surprise, Regulatory Focus, and Their Role in Reversing Loss Aversion

We show that prevention-focused consumers are less surprised by losses (losing money) than equivalent gains (finding money) when the amounts involved are non-trivial, suggesting that surprise may contribute to the observed reversal of loss aversion by amplifying more the pleasure of the gain relative to the pain of the loss.



Citation:

Subimal Chatterjee, Shabnam Nazari, Sirajul Arefin Shibly, and Timothy Heath (2019) ,"8G Surprise, Regulatory Focus, and Their Role in Reversing Loss Aversion", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 962-962.

Authors

Subimal Chatterjee, SUNY Binghamton, USA
Shabnam Nazari, SUNY Binghamton, USA
Sirajul Arefin Shibly, SUNY Binghamton, USA
Timothy Heath, University of South Florida



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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