Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion

Going, Going, Gone: Hidden Hormonal Influences on Loss Aversion

Is loss aversion influenced by hormones? Results revealed that women become less loss averse near ovulation. Ovulating women were less upset about losing money and accepted lower selling prices in an actual marketplace exchange. Additional findings revealed important boundary conditions for the effe...

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Bibliographische Detailangaben
Hauptverfasser: Durante, Kristina M, Rae, Ashley, Griskevicius, Vladas, Cantu, Stephanie
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer behavior
Hormones
Loss control
Studies
Women
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Zusammenfassung:Is loss aversion influenced by hormones? Results revealed that women become less loss averse near ovulation. Ovulating women were less upset about losing money and accepted lower selling prices in an actual marketplace exchange. Additional findings revealed important boundary conditions for the effect of ovulatory hormones on women's loss aversion.
ISSN:0098-9258