ASSOCIATION FOR CONSUMER RESEARCH Association for Consumer Research, University of Minnesota Duluth, 115 Chester Park, 31 West College Street Duluth, MN 55812 Decisions to Reject Lead to Loss-Insensitivity Alexander DePaoli, Northeastern University, USA The current research argues that in decisions requiring tradeoffs between losses on some attribute and gains on another, greater experienced loss aversion can lead to riskier choices and general loss-insensitivity when the decision is framed as a choice to reject rather than a choice to accept. [to cite]: Alexander DePaoli (2019) ,"Decisions to Reject Lead to Loss-Insensitivity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 531-533. [url]: http://www.acrwebsite.org/volumes/2552274/volumes/v47/NA-47 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.