Although there is enormous evidence that reference levels influence preferences, conjoint models, one of the most successful marketing research tools, assume that preferences depend on the absolute levels of attributes. In this paper we investigate the relevance of reference effects in two...

There has been much recent literature about sex differences in competition, mostly noting that women are innately less competitive than men (Croson and Gneezy, 2009). This article examines the hypothesis that sex differences in propensity to compete are domain specific. We conducted a 2 (sex) ×...

We explore different contexts and mechanisms that might promote or alleviate the gender effect in risk aversion. Our main result is that we do not find gender differences in risk aversion when the choice is framed as a willingness-to-accept (WTA) task. When the choice is framed as a...