Research Summary
Research Summary
"How Social Networks Moderate Loss Aversion"
Description
The literature on consumers’ relationships with their brands emphasizes that, when people form relationships with brands that mirror their social relationships, the norms of social relationships are used as guiding principles in their interactions with brands. Recent experimental research has shown that the types of relationship norms present during an exchange can moderate the degree of loss aversion that consumers experience. Building on this research, I investigate the impact of social networks on loss aversion, and how purchase behavior embedded in a network setting (for example, group shopping or an at-home party), impacts the degree of loss aversion felt by a consumer. The study is a 3 x 2 between-participants design with market structure type (atomistic, embedded, control) and role (seller, buyer) as the two factors. Respondents were recruited from a social networking website. A brief description of a social interaction occasion was used as the manipulation, and a coffee mug was used for buying and selling decisions. Results show that respondents in the socially embedded exchange condition have a higher degree of loss aversion, as demonstrated by the gap between their selling prices (willingness to accept) and buying prices (willingness to pay). With this research, I hope to build a bridge between social network literature and decision making theory.