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Distinguishing gains from non-losses and losses from non-gains: A regulatory focus perspective on hedonic intensity
- Journal of Experimental Social Psychology
, 2000
"... We find that the pleasure of a gain is generally greater than the pleasure of a nonloss and that the pain of a loss is generally greater than the pain of a nongain. These patterns were found when participants reported both how they would feel if these outcomes were to happen (Studies 1 and 2) and ho ..."
Abstract
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Cited by 49 (5 self)
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corresponding gains; i.e., losses are experienced more strongly than gains of the same objective magnitude (for a review, see Fishburn & Kochenberger, 1979; see also Galanter & Pliner, 1974). Loss aversion is, in fact, one of the central postulates of Kahneman and Tversky’s (1979) influential prospect
