The Influence of Loss Aversion on Mountain Bikers' Behavioral Intentions
Open Access
- Author:
- Purrington, Andrew
- Graduate Program:
- Leisure Studies
- Degree:
- Master of Science
- Document Type:
- Master Thesis
- Date of Defense:
- November 20, 2008
- Committee Members:
- Harry Zinn, Thesis Advisor/Co-Advisor
Harry C Zinn, Thesis Advisor/Co-Advisor - Keywords:
- public involvement
recreation
loss aversion
ownership - Abstract:
- Individuals often behave differently in response to potential losses than to potential gains. Specifically, losses loom larger than gains and increase the likelihood individuals will pursue ‘risky’ behaviors in an attempt to mitigate the loss. Additional research has suggested that ownership (real or perceived) underlies the different responses observed in past research. As a result, potential losses, such as the potential loss of recreational access to a site, may be an important motivating factor, for example, in getting the public involved in the management decision making process. However, the majority of studies that address individuals’ aversion to potential losses (aptly termed loss aversion) have been conducted in laboratory settings while the majority of research on public land management has neglected to fully address potential differences in behavior across contexts (i.e., potential losses or potential gains). To examine the loss aversion phenomenon in a resource-based recreation context, I used a within-subjects experimental design to test whether mountain bikers’ reported intentions differ in a gain based scenario as opposed to a loss based scenario. Participants completed an online survey in which they rated the likelihood they would pursue six different behaviors under two hypothetical access-related scenarios, one loss-based and one gain-based. These data were analyzed using a multi-step repeated measures analysis of variance and repeated measures analysis of covariance. The results suggested that context is an important consideration as the loss-based scenario significantly increased individuals’ intent to pursue such actions. The type of action was also shown to influence behavioral intentions. Furthermore, centrality, used as a proximate measure of ownership, lent support to the claim that it moderates the contextual effects on behavioral intentions.