Loss Aversion Distribution: The Science Behind Loss Aversion Exhibited by Sellers of Perishable Good


  • Daniel Koh Koh & Associates Author




Loss aversion, Prospect theory, Probability theory


This research introduces the concept of the loss aversion distribution, a pioneering framework designed for the analysis of consumer behavior. Departing from the conventions of traditional exponential models, this innovative approach incorporates a non-memoryless characteristic, which modulates the consumer's response to loss aversion throughout the product's life cycle. This modulation is achieved by a variable exponent influenced by the parameter $b$, representing the psychological impact of loss aversion, and the constant $k$, which reflects the market value of the good at the time of manufacture. Together, these parameters adeptly encapsulate the dynamic nature of consumer loss aversion from the moment of manufacture to the point of expiry. The model elucidates an initial muted response from consumers at the onset of ownership, which then intensifies during the mid-life cycle of the product, before ultimately diminishing as the product approaches its expiry. Through a meticulous derivative analysis of the probability density function, the study delineates the distribution's key properties, including its monotonicity, boundedness within the interval [0, 1], and its adherence to non-negativity. This framework not only enhances our comprehension of consumer behavior in relation to perishable goods but also paves the way for further investigations into psychometrics and the intricacies of loss aversion modeling.






Theory and Methods

How to Cite

Koh, D. (2024). Loss Aversion Distribution: The Science Behind Loss Aversion Exhibited by Sellers of Perishable Good. Journal of Behavioral Data Science, 4(1), 1-18. https://doi.org/10.35566/jbds/koh