Loss Aversion: the Impact of Uncertainty on Experiential Product Preference

The present research explores the consequence of sense of uncertainty on experiential (vs. material) product preference. We find that uncertainty threatens individuals’ sense of psychological ownership and thus lead them to less likely to choose experiential product which intrinsically has less psychological ownership than material product.


Lili Wang, *Xuan Zhang, and Wei Lyu (2020) ,"Loss Aversion: the Impact of Uncertainty on Experiential Product Preference", 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: 773-775.


Lili Wang, Zhejiang University, China
*Xuan Zhang, Zhejiang University
Wei Lyu, Shanghai Jiao Tong University


NA - Advances in Consumer Research Volume 48 | 2020

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