The willingness-to-accept/willingness-to-pay disparity in repeated markets: Loss aversion or 'Bad-Deal' aversion?

Several experimental studies have reported that an otherwise robust regularity - the disparity between Willingness-To-Accept and Willingness-To-Pay - tends to be greatly reduced in repeated markets, posing a serious challenge to existing reference-dependent and referenceindependent models alike. This paper offers a new account of the evidence, based on the assumptions that individuals are affected by good and bad deals relative to the expected transaction price (price sensitivity), with bad deals having a larger impact on their utility ('baddeal' aversion). These features of preferences explain the existing evidence better thanalternative approaches, including the most recent developments of loss aversion models.