David Gal

University of Illinois at Chicago

Professor of Marketing

1200 W Harrison St

Chicago, IL 60607

United States

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The Loss of Loss Aversion: Will It Loom Larger Than Its Gain?

Journal of Consumer Psychology, Forthcoming
Number of pages: 59 Posted: 09 Oct 2017 Last Revised: 17 Oct 2017
David Gal and Derek Rucker
University of Illinois at Chicago and Northwestern University - Kellogg School of Management
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Abstract:

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Loss Aversion, Sociology of Science