A new meta-analysis on the WTP/WTA disparity

Loss Aversion in Riskless Choice: A Reference-Dependent Model

Amos Tversky, Daniel Kahneman · The Quarterly Journal of Economics · 1991 · 6.4K citations

Social Sciences, Business Economics, Economics +17

Toward a positive theory of consumer choice

Richard H. Thaler · Journal of Economic Behavior & Organization · 1980 · 5.6K citations

Social Sciences, Economics, Marketing +14

Mental Accounting and Consumer Choice

Richard H. Thaler · Marketing Science · 1985 · 4.8K citations

Social Sciences, Economics, Marketing +17

Mental Accounting and Consumer Choice

Richard H. Thaler · Marketing Science · 2008 · 3.5K citations

Social Sciences, Economics, Marketing +17

Experimental Tests of the Endowment Effect and the Coase Theorem

Daniel Kahneman, Jack L. Knetsch, Richard H. Thaler · Journal of Political Economy · 1990 · 3.2K citations

Social Sciences, Behavioral Sciences, Economics +16