Moderating loss aversion: loss aversion has moderators, but reports of its death are greatly exaggerated
five samples, 17,720 participants; less loss aversion with domain knowledge and experience, more in older consumers, attribute-specific among car buyers, present at every knowledge level.
five samples, 17,720 participants; less loss aversion with domain knowledge and experience, more in older consumers, attribute-specific among car buyers, present at every knowledge level.
Written from the abstract read 2026-10-16.
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Mrkva, K., Johnson, E. J., Gächter, S., & Herrmann, A. (2020). Moderating loss aversion: loss aversion has moderators, but reports of its death are greatly exaggerated. Journal of Consumer Psychology, 30(3), 407-428. doi:10.1002/jcpy.1156.