Loss Aversion and Consumption Choice: Theory and Experimental Evidence

Heiko Karle, Georg Kirchsteiger and Martin Peitz

American Economic Journal: Microeconomics, 2015, vol. 7, issue 2, 101-20

Abstract: 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)

JEL-codes: D11 D12 D84 M31 (search for similar items in EconPapers)
Date: 2015
Note: DOI: 10.1257/mic.20130104
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Citations: View citations in EconPapers (63)

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Related works:
Working Paper: Loss Aversion and Consumption Choice: Theory and Experimental Evidence (2013)
Working Paper: Loss Aversion and Consumption Choice: Theory and Experimental Evidence (2012)
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