Loss aversion fails to replicate in the coronavirus pandemic: Evidence from an online experiment

Loss aversion is a foundational bias and is a natural choice for interventions encouraging compliance during COVID-19. We compare the effectiveness of loss and gain messages and find no difference in the intention to comply with guidance or lockdown beliefs. •Loss aversion does not replicate in the coronavirus pandemic (COVID-19).•An online study comparing loss and gain framed messages in the context of ‘lockdown’.•No difference in the intention to comply with public health guidelines between loss and gain messages.•No difference in the belief about how long the lockdown should continue between loss and gain messages.