“…Kalwani et al (1990), Mayhew and Winer (1992), Krishnamurthi et al (1992), Putler (1992), Hardie et al (1993), Kalyanaram and Little (1994), Raman and Bass (2002), Dossche et al (2010), and many others find evidence for consumer loss aversion with respect to many different product categories available in supermarkets. Furthermore, loss aversion in prices is also well documented in diverse activities such as restaurant visits (Morgan, 2008), vacation trips (Nicolau, 2008), real estate trade (Genesove and Mayer, 2001), phone calls (Bidwell et al, 1995), and energy use (Griffin and Schulman, 2005;Adeyemi and Hunt, 2007;Ryan and Plourde, 2007).…”