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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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