The authors investigate the psychophysiological correlates of loss aversion in hotel choice. Consumers are frequently found reluctant to shift their choice to a subsequent option from their first encountered hotel. The concept of loss aversion can explain this ordering effect. However, there is a knowledge gap about how exactly loss aversion leads to such inertia. The present study provides a more direct measurement of this decision process by examining electrodermal activities and reaction times when consumers are making hotel choices. The choice data provides evidence of reluctance to switch to higher quality hotels, though not to lower rated properties. Such a switch is found emotionally arousing as indicated by consumers’ electrodermal activity. The reaction time data further suggests that the swiftness of such decisions to “trade up” is associated with the greater vigilance and attention, rather than a cognitive conflict caused by the difficult tradeoff between the hotels.

作者调查了酒店选择中损失厌恶的心理生理相关性。经常发现消费者不愿意将他们的选择从他们第一次遇到的酒店转移到下一个选择。损失厌恶的概念可以解释这种排序效应。然而，关于损失厌恶究竟是如何导致这种惯性的，存在知识空白。本研究通过检查消费者在选择酒店时的皮肤电活动和反应时间，提供了对这一决策过程的更直接测量。选择数据提供了不愿意转向更高质量酒店的证据，但不会转向较低评级的酒店。正如消费者的皮肤电活动所表明的那样，发现这种转换会引起情绪激动。