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Point de référence et aversion aux pertes : quel intérêt pour les gestionnaires ?

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Author Info
Paraschiv, Corina
L’Haridon, Olivier
Abstract

Les notions de point de référence et d’aversion aux pertes sont deux éléments essentiels de la prospect theory, qui constitue à ce jour la théorie la plus reconnue concernant la représentation de la prise de décision individuelle dans le risque. L’objectif de cet article est de montrer comment ces notions peuvent être utilisées par les gestionnaires pour améliorer leur compréhension du comportement des managers et des consommateurs. Trois contextes de décision sont étudiés à savoir les marchés financiers, les échanges commerciaux et la politique de fixation du prix. Dans chaque contexte, des pistes de réflexion pour la recherche future sont proposées.

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Publisher Info
Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 908.

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Length: 23 pages
Date of creation: 03 Jun 2009
Date of revision:
Handle: RePEc:ebg:heccah:0908

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Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
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Related research
Keywords: Prospect theory; Point de référence; Aversion aux pertes; Comportement du consommateur; Finance comportementale; Marketing;

Find related papers by JEL classification:
D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

This paper has been announced in the following NEP Reports:

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This page was last updated on 2009-12-15.

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