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
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
D2. When a Negative Review Can Help the Company: the Role of the Unfairness and Empathy
Maria Alice Pasdiora, UFRGS
Cristiane Pizzutti, UFRGS
Natalia Englert, UFRGS
L5. Understanding the components and effects of the Omnichannel Seamless Experience.
PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)