Loss aversion can occur in riskless and risky choices. We present novel evidence on both in a non-student sample (660 randomly selected customers of a car manufacturer). We measure loss aversion in riskless choice in endowment effect experiments within and between subjects and find similar levels of average loss aversion in both. The subjects of the within study also participate in a simple lottery choice task which arguably measures loss aversion in risky choices. We find substantial heterogeneity in both measures of loss aversion. Loss aversion in riskless choice and loss aversion in risky choice are strongly positively correlated, but on average riskless loss aversion is higher than risky loss aversion. We find that in both choice tasks, loss aversion increases in age, income, and wealth, and decreases in education. Our results provide novel supportive input to the debate about the reality of loss aversion.

损失厌恶可能发生在无风险和有风险的选择中。我们在非学生样本（汽车制造商的 660 名随机选择的客户）中提供了关于两者的新证据。我们在受试者内部和受试者之间的禀赋效应实验中测量无风险选择中的损失厌恶，并发现两者的平均损失厌恶水平相似。内部研究的对象还参与了一项简单的彩票选择任务，可以说是衡量风险选择中的损失厌恶程度。我们发现两种损失厌恶的衡量标准都存在很大的异质性。无风险选择中的损失厌恶与风险选择中的损失厌恶呈强正相关，但平均而言，无风险损失厌恶高于风险损失厌恶。我们发现，在两个选择任务中，损失厌恶随着年龄、收入和财富的增加而增加，而在教育方面则减少。