TY - BOOK ID - 137108952 TI - Loss Aversion or Lack of Trust : Why Does Loss Framing Work to Encourage Preventative Health Behaviors? AU - Beam, Emily A. AU - Masatlioglu, Yusufcan. AU - Watson, Tara. AU - Yang, Dean. AU - National Bureau of Economic Research. PY - 2022 PB - Cambridge, Mass. National Bureau of Economic Research DB - UniCat UR - https://www.unicat.be/uniCat?func=search&query=sysid:137108952 AB - We implemented a field experiment designed to increase participants' willingness to visit a health clinic. We find differential responses to a $50 incentive framed as a loss versus framed as a gain. We find little support for the notion that loss aversion is responsible for the effectiveness of loss framing. Instead, it appears that loss framing promotes take-up by raising the perceived probability that the incentive will be provided as promised. The results suggest trust is an alternative pathway through which loss framing may affect behavior, and trust may be an important way to promote desirable health behaviors. ER -