Loss Aversion and Consumption Choice: Theory and Experimental Evidence Article Swipe

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Loss aversion Economics Consumption (sociology) Econometrics Prospect theory Consumer choice Taste Risk aversion (psychology) Rational expectations Microeconomics Expected utility hypothesis Psychology Mathematical economics Social science Sociology Neuroscience

Heiko Karle , Georg Kirchsteiger , Martin Peitz ·

YOU? · · 2015 · Open Access · · DOI: https://doi.org/10.1257/mic.20130104 · OA: W2271744487

We analyze a consumer-choice model with price uncertainty, loss aversion, and expectation-based reference points. The implications of this model are tested in an experiment in which participants have to make a consumption choice between two sandwiches. Participants differ in their reported taste for the two sandwiches and in their degree of loss aversion, which we measure separately. We find that more-loss-averse participants are more likely to opt for the cheaper sandwich, in line with theoretical predictions. The estimates in the model with rational expectations are slightly more significant than those with naïve expectations. (JEL D11, D12, D84, M31)