2016行为决策与管理智慧.pptVIP

Psychology of Loss Aversion Different Goals and Different information processing Greater hedonic impact of the loss of an item (for sellers) than the forgone gain (for buyers) (Bar-Hillel Neter, 1996, JPSP) Selling prices are affected by variables mapping into changes in aspects of possession, while buying prices are affected by expenditure (Carmon Ariely, 2000, JCR) Sellers focus more on positive features and less on negative features, relative to buyers (Nayakankuppam Mishra, 2005, JCR) Query theory – a retrieval-based account of endowment; buyers and sellers have the propensity to query