Loss Aversion’s Influence and Application in Marketing and Financial Investment

Shuling Liu

2025

Abstract

Loss aversion is a behavioral economics bias which runs through human’s behavior. With the development of research about behavioral economics, more and more people get to know loss aversion. Loss aversion has many applications in different areas, but most of times, the effect it makes will be different with what people believe. This paper will be based on the existing paper to summarize and do further research, analyze the application and the impact of loss aversion in the field of marketing and financial investment. Research finds that loss aversion will affects consumer’s willingness to consume and causes equity premium. At the same time, different groups have different levels of lose averse. As a result, facing different populations, different kinds of strategies need to be came up with. The outcome of this paper will be able to improve the understanding people have about loss aversion and be good for marketing and financial investment.

Paper Citation

in Harvard Style

Liu S. (2025). Loss Aversion’s Influence and Application in Marketing and Financial Investment. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 615-620. DOI: 10.5220/0014148900004942

in Bibtex Style

@conference{apmm25,
author={Shuling Liu},
title={Loss Aversion’s Influence and Application in Marketing and Financial Investment},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={615-620},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014148900004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Loss Aversion’s Influence and Application in Marketing and Financial Investment
SN - 978-989-758-791-7
AU - Liu S.
PY - 2025
SP - 615
EP - 620
DO - 10.5220/0014148900004942
PB - SciTePress