Although there is enormous evidence that reference levels influence preferences, conjoint models, one of the most successful marketing research tools, assume that preferences depend on the absolute levels of attributes. In this paper we investigate the relevance of reference effects in two...

It has become well-accepted that women are more risk averse than men. This research investigates when gender differences in risk aversion are likely to occur and when they are less likely to manifest. We find that gender differences in risk aversion are likely to occur in decisions under risk,...

There has been much recent literature about sex differences in competition, mostly noting that women are innately less competitive than men (Croson and Gneezy, 2009). This article examines the hypothesis that sex differences in propensity to compete are domain specific. We conducted a 2 (sex) ×...

Ambiguity aversion has been widely observed in individuals' judgments. Using scenarios that are typical in decision analysis, we investigate ambiguity aversion for pairs of individuals. We examine risky and cautious shifts from individuals' original judgments to their judgments when they are...

Ambiguity aversion has been widely observed in individuals' judgments. Using scenarios that are typical in decision analysis, we investigate ambiguity aversion for pairs of individuals. We examine risky and cautious shifts from individuals' original judgments to their judgments when they are...

Why do we believe that more money will buy us more happiness (when in fact it does not)? In this paper, we propose a model to explain this puzzle. The model incorporates both adaptation and social comparison. A rational person who fully accounts for the dynamics of these factors would indeed buy...

We introduce a modification of the discounted utility model that accounts for both habituation and satiation in intertemporal choice. Habituation level and satiation level are state variables that induce changes in preferences as those states vary. We examine several properties of our model,...

We consider a resource allocation problem in which time is the principal resource. Utility is derived from time-consuming leisure activities, as well as from consumption. To acquire consumption, time needs to be allocated to income generating activities (i.e., work). Leisure (e.g., social...