Heuristics, Biases and Risk Preference Assessment

Module 110 Questions

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An individual is endowed with a limited-edition corporate souvenir mug. The individual's baseline valuation (acquisition value) of the mug is $15. Assume a standard prospect theory value function where utility for gains is v(x) = x and utility for losses is v(x) = -λ|x| for x < 0, with a loss aversion coefficient λ = 2.25. If there is no transaction utility, what is the seller's Willingness to Accept (WTA) to part with the mug compared to a buyer's Willingness to Pay (WTP)?

A
WTP = $15.00; WTA = $15.00
B
WTP = $15.00; WTA = $33.75
C
WTP = $6.67; WTA = $15.00
D
WTP = $33.75; WTA = $15.00

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