Abstract
<p>Loss aversion is one of the most widely accepted ideas in social science, that is, the loss is greater than the gain. This paper is divided into four parts. First of all, the construction of loss aversion is introduced and discussed. The second part is about the evidence that supports loss aversion. As a result, the current evidence does not support losses, which are generally more influential than gains. The third part is to solve the following questions: despite the evidence to the contrary, why aversion is still generally accepted as a general principle among social scientists, including consumer psychologists. The aim of the analysis is to link beliefs about loss aversion to more general concepts, such as acceptance and adherence to scientific beliefs. In the last part, how to understand the relative impact of loss and income from the context, and how to broaden the new field of investigation in the field of consumer psychology are discussed.</p>
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