The Impact Of Emotions On Loss Aversion Of Both The Buyers And Sellers’s Trading

In our real life will face a variety of decision-making, and decision-making on most ofthese decisions will be influenced by various factors, so that people often make irrationaldecisions. Behavioral decision research and analysis, can provide a basis for rational decisionmaking, and in the field of sales can provide corresponding method and strategy for businesssales, for our decision-making behavior has a certain guiding role. This research only uselaboratory methods respectively between subjects and subjects in experimental design,respectively, to study the effects of emotion to deal damage to evade. This study takesadvantage of the audio-visual material was carried out on the participants emotion induction,the first experiment adopted experimental paradigm, is generally used to study damage toevade experiment experimental design between a belongs to the participants, respectively tostudy the subjects under positive emotions and negative emotions, whether showed damage toevade. Second experiment adopted within subjects design, studied the same subjects under thepositive and negative emotions, whether or not show damage to evade. The results of theexperiment is as follows:When using experimental design between subjects, under the positive emotion sellers tooffer significantly higher than buyers of goods offer, appear loss aversion; Seller undernegative emotions for bid and purchase price of items for offer of items does not existsignificant differences, the participants did not appear loss aversion.When subjects in experimental design is used, under the positive emotion when subjectsas sellers of goods when the participants have lower price as the buyer on the item’s offer, areversal of the loss aversion; In negative emotions when subjects as the seller of goods underthe bid with the subjects as buyers bid on the item when there is no significant difference, theparticipants did not appear loss aversion.The last of this study from the perspective of consumers and businesses of differentemotion of loss aversion effect are discussed in the application of the life. Merchants in theprocess of marketing activities if you want to increase sales will try to provide a comfortableand make the person produces pleasure environment, avoid to bring consumers the negativemood. For consumers to be aware too excited emotion influence is easy to make the personproduces deviation is irrational decision making.