Loss aversion attenuates under time pressure

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Conference Proceeding
Advances in Consumer Research, 2013, 41 pp. 426 - 427 (2)
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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.
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