OVER DEZE AFLEVERING
Today we discuss David Kahneman & Amos Tversky's discovery of Loss Aversion, which is a cognitive bias in which people are more averse to losses than they are to gains. We are even more likely to take on risk to avoid a loss rather than gain rewards.
Learn how to apply Loss Aversion to your product in today's episode.
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References:
Tversky, A., & Kahneman, D. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 47(2), 263-291. https://www.jstor.org/stable/1914185?seq=1.
Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American psychologist, 39(4), 341. https://psycnet.apa.org/record/1984-09731-001.
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Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice: A reference-dependent model. The Quarterly Journal of Economics, 106(4), 1039-1061.
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214.
Camerer, C. F. (1995). Individual decision making. In J. Kagel & A.E. Roth (Eds.), The Handbook of Experimental Economics (pp. 587-703). Princeton, NJ: Princeton University Press.
Columbia University's Mailman School of Public Health. "Global study confirms influential theory behind loss aversion." ScienceDaily. ScienceDaily, 18 May 2020. <www.sciencedaily.com/releases/2020/05/200518144913.htm>.
