-based loss averse. For these consumers, a purchase plan, which involves buying products of varying quality and price with … positive probability, creates disutility from gain-loss sensations. Even at modest degrees of loss aversion they may refrain … behavior and loss aversion in new survey data. …

performs better or, respectively, worse than their reference point in both dimensions. Loss aversion in the match …-value dimension leads to a less competitive outcome, while loss aversion in the price dimension leads to a more competitive … the price and the match-value dimension, a market with loss-averse consumers may be more or less competitive than a market …