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Keywords: Loss aversion
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Journal Articles
Journal:
Journal of Asia Business Studies
Journal of Asia Business Studies (2018) 12 (1): 99–116.
Published: 02 January 2018
... product and evaluation of its more eco-friendly alternative were simulated; the effects on intention to switch to the better product were then investigated. Findings This study found that the differences in intentions to switch are attributable to loss aversion and focusing illusion. When consumers...
