详情
Reference point adaptation: Tests in the domain of security trading
According to prospect theory [Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk, Eco-
nometrica, 47, 263–292], gains and losses are measured from a reference point. We attempted to ascertain to what extent the refer-
ence point shifts following gains or losses. In questionnaire studies, we asked subjects what stock price today will generate the same
utility as a previous change in a stock price. From participants’ responses, we calculated the magnitude of reference point adapta-
tion, which was significantly greater following a gain than following a loss of equivalent size. We also found the asymmetric adap-
tation of gains and losses persisted when a stock was included within a portfolio rather than being considered individually. In studies
using financial incentives within the BDM procedure [Becker, G. M., DeGroot, M. H., & Marschak, J. (1964). Measuring utility by
a single-response sequential method. Behavioral Science, 9(3), 226–232], we again noted faster adaptation of the reference point to
gains than losses. We related our findings to several aspects of asset pricing and investor behavior.