Loss Aversion and Its Behavioral Implications in Economics and Market Strategies

Weixian Wang

doi:10.54254/2754-1169/2025.BL24534

Advances in Economics, Management and Political SciencesOpen access

Loss Aversion and Its Behavioral Implications in Economics and Market Strategies

Research Article

Open Access

Loss Aversion and Its Behavioral Implications in Economics and Market Strategies

Weixian Wang ^1*

¹ University of Bristol

^*Corresponding author: wangweixian005@gmail.com

Published on 4 July 2025

AEMPS Vol.195

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-169-3

ISBN (Online): 978-1-80590-170-9

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Abstract

As behavioral economics advances, loss aversion has become an important theory for explaining human decision-making biases. This hypothesis, presented by Kahneman and Tversky, shows how people react differently to losses and profits. Although loss aversion has been studied in many disciplines, the psychological mechanics and emotional causes of this bias in decision-making remain unknown. Emphasizing its psychological and emotional effects on decision-making, this paper tackles loss aversion in behavioral economics. The principle of loss aversion suggests that people perceive losses much more strongly than the pleasure derived from equivalent gains, and this preference is particularly pronounced in social comparisons. In addition, it delves into the specific applications and impact of loss aversion in fields such as finance, marketing, and policy-making, exploring how it drives investment strategies, consumer choices, and risk decisions. The results demonstrate that an enhanced comprehension of loss aversion can optimize decision-making frameworks, thus mitigating its adverse effects in practical applications as well as improving decision-making efficiency and effectiveness.

Keywords:

Loss Aversion, Behavioral Economics, Decision Biases, Investment Strategies

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References

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