Loss aversion (Other Keyword)

DOCUMENT Citation Only Jennifer Goddard.

Loss aversion theories contend that people prefer to avoid losses than acquire gains. Further, this tendency increases with object possession and ownership history. Although loss aversion implies a preference for heritage conservation practices, Holtorf (2015) argued that material losses could provide greater heritage gains. This paper asserts that loss aversion tendencies are relative to the referent’s valence perceptions. Positive or negative valence embedded in heritage values will...