The rejection of attractive gambles, loss aversion, and the lemon avoidance heuristic

摘要: Abstract Previous studies of mixed gambles (gambles that yield gains and losses) reveal results. Whereas some show a tendency to reject highly attractive gambles, other indifference between with an expected value 0 the status quo. The current paper presents three explore this discrepancy. results highlight strong sensitivity format context choice task. People tend when they are asked decide whether accept them, but prefer these over sure payoff in is larger response hallway questionnaire than laboratory. This pattern can be summarized assertion people behave as if use “lemon avoidance heuristic” described intuitive implementation SPAM killer techniques.