Reconciling Loss Aversion and Gain Seeking in Judged Emotions

Is the pain of a loss greater in magnitude than pleasure comparable gain? Studies that compare positive feelings about gain with negative have found mixed answers to this question. The can be than, less or equal gain. We offer new approach test hedonic aversion. This method uses emotional reactions reference point, change, and change. When we manipulated point (i.e., pleasurable painful), two distinct patterns emerged. Pain surpassed (loss aversion) when was positive, exceeded (gain seeking) negative. A reference-dependent version prospect theory accounts for results. If carriers utility are changes from point—not necessarily status quo—both aversion seeking predicted. Loss reconciled if you take starting into account.