A recent article by He, Melumad, and Pham (Journal of Consumer Research 46(3):545–563, 4 ) showed that consumers experienced greater enjoyment when they were asked to perform an evaluative task relative to a non-evaluative task. In this research, we intend to replicate this finding and to...

Point‐of‐sale anthropomorphism—attributing human characteristics to nonhuman entities—has been shown to increase evaluations of food that deviates in shape or form from consumer expectations (“imperfect food”). However, while previous research has included the use of primary emotions...

Loss aversion, the fact that losses have a greater impact than gains, is a fundamental property of behavioral accounts of choice. In this paper, we suggest four possible characterizations of the relative impact of losses and gains: (1) It could be a constant, such as the much cited value of 2,...

Loss aversion can occur in riskless and risky choices. Yet, there is no evidence whether people who are loss averse in riskless choices are also loss averse in risky choices. We measure individual-level loss aversion in riskless choices in an endowment effect experiment by eliciting both WTA and...

Loss aversion can occur in riskless and risky choices. Yet, there is no evidence whether people who are loss averse in riskless choices are also loss averse in risky choices. We measure individual-level loss aversion in riskless choices in an endowment effect experiment by eliciting both WTA and...

Loss aversion, the fact that losses have a greater impact than gains, is a fundamental property of behavioral accounts of choice. In this paper, we suggest four possible characterizations of the relative impact of losses and gains: (1) It could be a constant, such as the much cited value of 2,...