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Policy bundling to overcome loss aversion: A method for imp..:

Milkman, Katherine L. ; Mazza, Mary Carol ; Shu, Lisa L...
Organizational Behavior and Human Decision Processes.  117 (2012)  1 - p. 158-167 , 2012
Link: https://doi.org/10.1016/j.obhdp.2011.07.001