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A Psychological Law of Inertia and the Illusion of Loss Aversion
David Gal Kellogg School of Management - Northwestern University Judgment and Decision Making, Vol. 1, pp. 23-32, 2006 Abstract: The principle of loss aversion is thought to explain a wide range of anomalous phenomena involving tradeoffs between losses and gains. In this article, I show that the anomalies loss aversion was introduced to explain - the risky bet premium, the endowment effect, and the status quo bias - are characterized not only by a loss/gain tradeoff, but by a tradeoff between the status quo and change; and, that a propensity towards the status quo in the latter tradeoff is sufficient to explain these phenomena. Moreover, I show that two basic psychological principles - (1) that motives drive behavior; and (2) that preferences tend to be fuzzy and ill-defined - imply the existence of a robust and fundamental propensity of this sort. Thus, a loss aversion principle is rendered superfluous to an account of the phenomena it was introduced to explain. Accepted Paper Series Date posted: October 31, 2005 ; Last revised: August 01, 2009Suggested CitationContact Information
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