Are We Attracted by Losses? Boundary Conditions for the Approach and Avoidance Effects of Losses

  title={Are We Attracted by Losses? Boundary Conditions for the Approach and Avoidance Effects of Losses},
  author={Eldad Yechiam and Nathaniel J. S. Ashby and Guy Hochman},
  journal={Journal of Experimental Psychology: Learning, Memory, and Cognition},
The majority of the literature on the psychology of gains and losses suggests that losses lead to an avoidance response. Several studies, however, have shown that losses can also lead to an approach response, whereby an option is selected more often when it produces losses. In five studies we examine the boundary conditions for these contradictory approach and avoidance effects. The results show that an approach response emerges only when losses are produced by a highly advantageous choice… 

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