Social and Behavioral Sciences Commons^™

Reference-Dependent Choice On Digital Platforms, Joshua K. Kaisen

USF Tampa Graduate Theses and Dissertations

Throughout this dissertation I explore a significant departure from the standard model of rationality known as reference-dependence. The theory reference-dependence asserts that an individual’s choice is dependent on their frame of reference established through factors divorced from their rational cost and benefit. This behavior is inefficient as individuals fail to rationally optimize their payoffs. This behavior is understudied in natural settings where isolating specific stimuli which may establish a reference is challenging. However, digital platforms contain limited stimuli which are fully observable to researchers and present an ideal setting to study the theory of reference-dependence. Thus, I introduce three new …