Comparing Gains and Losses

@article{McGraw2010ComparingGA,
  title={Comparing Gains and Losses},
  author={A. Peter McGraw and Jeff T. Larsen and Daniel Kahneman and David A. Schkade},
  journal={Psychological Science},
  year={2010},
  volume={21},
  pages={1438 - 1445}
}
Loss aversion in choice is commonly assumed to arise from the anticipation that losses have a greater effect on feelings than gains, but evidence for this assumption in research on judged feelings is mixed. We argue that loss aversion is present in judged feelings when people compare gains and losses and assess them on a common scale. But many situations in which people judge and express their feelings lack these features. When judging their feelings about an outcome, people naturally consider… 
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Research has identified loss aversion as a strong and robust phenomenon, but has also revealed some moderators affecting the magnitude of its effect on decision making. In the current article, we
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