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Abstract

This study uses experimental evidence to examine the existence of loss aversion in the dating market. Applying a valuation gap experiment, this study finds that people are loss averse when it comes to dating opportunities, meaning people weigh the loss of a dating opportunity more heavily than an equivalent gain. The results also support the hypothesis that people experience more loss aversion when they have fewer dating opportunities available. This finding provides preliminary evidence that the existence and growing prevalence of online dating, which dramatically increases peoples’ access to dating opportunities, reduces loss aversion, therefore increasing turnover in the market.

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