Reversed loss aversion in crowdsourcing contest
实验发现众包竞赛中的解决者存在反向损失厌恶，即获胜带来的快乐大于失败带来的痛苦，且这种效应在创意型竞赛中更强；从博弈论角度分析，反向损失厌恶会提高解决者的努力水平，但最优奖励不变。
Crowdsourcing contest is an effective means for firms to outsource tasks online to a large group of solvers in order to obtain creative solutions. This study investigates loss aversion of solvers in crowdsourcing contests. An experiment was conducted, and reversed loss aversion was identified for solvers, suggesting that solvers experience more happiness from the gains when they win the contest than the pain from the equivalent losses when they fail. The results also suggested that solvers experience higher reversed loss aversion for ideation contests than for expertise-based contests. We then investigated the effects of reversed loss aversion from a game theory perspective. The solutions showed that solvers’ effort level is greater with reversed loss aversion, while the optimal reward for the contest remains the same. In light of our findings, sponsors should conduct contests to solve ideation problems in which the solvers are loss averse reversed and will input more effort. Diversified business models could be developed by crowdsourcing platforms to match solvers and different crowdsourcing tasks.