Why are Consumers Less Loss Averse in Internal than External Reference Prices?
Rutger van Oest
Journal of Retailing, 2013, vol. 89, issue 1, 62-71
Abstract:
The literature has produced mixed support for loss aversion in a reference price context and the outcome may depend on the type of reference price. One extant study has reported empirical evidence that consumers are less loss averse in internal than external reference prices, but without discussing causes or implications. In the current study, we reconcile relevant literature and propose this asymmetric loss aversion result as an empirical generalization. Next, we provide and test an explanation: two empirical regularities in pricing cause that consumers tend to observe few losses for external reference price and many losses for internal reference price, making them less sensitive to internal than external losses. We use two scanner panel data sets to show that the two empirical regularities contribute to asymmetric loss aversion, while accounting for alternative explanations. We explore the implications of loss aversion asymmetry for the effectiveness of price promotions by simulation.
Keywords: Internal reference price; External reference price; Loss aversion; Scanner panel data (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)
Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S002243591200070X
Full text for ScienceDirect subscribers only
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:89:y:2013:i:1:p:62-71
DOI: 10.1016/j.jretai.2012.08.003
Access Statistics for this article
Journal of Retailing is currently edited by A. Roggeveen
More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().