AB - Four experiments demonstrate that loss aversion attenuates under time pressure. We posit a value function-based explanation: the loss of time under time pressure places people on the locally-convex portion of the value function, from which they consider the hedonic impact of losses to be similar to that of gains. AU - Chan, EY AU - Saqib, NU DA - 2013 EP - 427 JO - Association for Consumer Research PY - 2013 SP - 426 TI - Loss aversion attenuates under time pressure VL - 41 Y1 - 2013 Y2 - 2024/03/28 ER -