Loss aversion implies that marketers should aggregate _____ and segregate _____.
A) gains; gains
B) gains; losses
C) losses; gains
D) losses; losses
E) None of the above is correct.

Question

Quizplus · Accepted Answer

Loss aversion implies that people value losses more than gains. Therefore, marketers should aggregate gains to make them seem bigger and more attractive, while they should segregate losses to make them seem smaller and less impactful. Option C is the only one that reflects this principle, as it suggests that marketers should segregate losses (i.e., show them separately) while aggregating gains (i.e., showing them together).

Loss Aversion Implies That Marketers Should Aggregate _____ and Segregate