Experience theory, or How desserts are like losses

Jolie M. Martin, Martin Reimann, Michael I. Norton
2016 Journal of experimental psychology. General  
When and why do people gamble on experiences? We assess risk preferences for negative (dentists) and positive (desserts) everyday experiences. Experiential reference points are set by memories of extreme experiences, making desserts like losses and dentists like gains -such that people are risk-averse for negative but risk-seeking for positive experiences.
doi:10.1037/xge0000215 pmid:27684646 fatcat:6wfc5mwr35ggpg3u5erjcuuoiq