Source

Moderating Loss Aversion: Loss Aversion Has Moderators, But Reports of its Death are Greatly Exaggerated

peer-reviewed empirical paper Mrkva, Johnson, Gachter, and Herrmann, 2020, Journal of Consumer Psychology 30(3), 407-428

Claim this source supports

“Loss aversion appeared across knowledge and experience levels in large samples, with moderators such as domain knowledge and age.”

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Cited in

When the Streak Owns the Habit — video poster frame

1:09

Behavior

When the Streak Owns the Habit

A streak turns a goal into a running number, and loss aversion makes breaking that number feel worse than the goal ever felt good, so the behavior can keep going on fear of losing the count long after the original reaso…