Why the WTA–WTP disparity matters

Prospect Theory: An Analysis of Decision under Risk

Daniel Kahneman, Amos Tversky · Econometrica · 1979 · 47K citations

Business, Decision Sciences, Insurance +17

Decisions with Multiple Objectives: Preferences and Value Tradeoffs.

Journal of the Operational Research Society · 1994 · 8.5K citations

Business, Decision Sciences, Economics +14

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

Regret Theory: An Alternative Theory of Rational Choice Under Uncertainty

Graham Loomes, Robert Sugden · The Economic Journal · 1982 · 4K citations

Business, Decision Sciences, Economics +13