Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2021 Regional Conference

Loss Aversion and COO Effects: Experimental Evidence

Published: September 22, 2021


Franziska Bretthauer, Universität Wien; Adamantios Diamantopoulos , University of Vienna


loss aversion; product ethnicity; riskless choice


Drawing on prospect theory and COO research, we investigate loss aversion in the context of purchase decisions for products differing in their degree of product ethnicity and hedonism/utilitarianism. We also examine the extent to which consumers’ decision-making styles as captured by faith in intuition, maximization tendency and elaboration on potential outcomes further moderate loss aversion. Our findings offer evidence that loss aversion is manifested in tangible product decisions and that it is quite robust although less pronounced than expected. Implications for research and practice are considered and suggestions for future research made.