How Hope of Breaking Even Makes People Cling on Losing Stocks

Four studies found that hope explains the disposition effect: people’s hope predicts the tendency to keep the losing stock; people who hold losing (vs. not-losing) stocks had a stronger hope of breaking even and thus were more likely to keep the losing stock; reducing the hope attenuates the disposition effect.



Citation:

Siria Xiyueyao Luo, Femke van Horen, Kobe Millet, and Marcel Zeelenberg (2020) ,"How Hope of Breaking Even Makes People Cling on Losing Stocks", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1197-1197.

Authors

Siria Xiyueyao Luo, Vrije Universiteit Amsterdam, The Netherlands
Femke van Horen, Vrije Universiteit Amsterdam
Kobe Millet, Vrije Universiteit Amsterdam, The Netherlands
Marcel Zeelenberg, Vrije Universiteit Amsterdam



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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