This paper analyses the consumption-investment problem of a loss averse investor equipped with s-shaped utility over consumption relative to a time-varying reference level. Optimal consumption exceeds the reference level in good times and descend to the subsistence level in bad times....

The paper uses micro cross-section data from the GfK consumer panel for econometric demand analysis of private households in Germany. Contrary to most research which considered "average" behavior we extend this approach to consumer behavior for different "intensities" of consumption. Our...