Abstract
Loss aversion is gaining attention in economic analysis and has implications for the pricing strategies of merchants in this Internet age. Moreover, in the past, there was a particular gap in the research on the relationship between loss aversion and pricing strategies. For this reason, this paper adopts the form of a literature review to review the relevant literature in the past. This review covers studies and related articles on loss aversion, loss aversion in the Internet era, pricing policies and loss aversion associated with pricing strategies. This study aims to provide an accurate definition of both by reviewing the literature on loss aversion and pricing policies. By summarizing and analyzing the past literature, the relationship between the two is re-examined to find the intrinsic link that exists between the two. The results of this study identify research gaps in the research area and point out future research directions.
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