Who is afraid of disposition of financial assets? The moderating role of regulatory focus in the disposition effect

The disposition effect refers to the tendency of financial consumers to sell winning assets (e.g., stocks) too early and to hold losing assets for too long. This effect implies that investors behave asymmetrically under the conditions of paper gains and losses. Although prior research on the disposition effect drew primarily on prospect theory as the explanatory mechanism, we focus on regulatory focus, an alternative mechanism. Regulatory focus theory suggests that people pay distinctive attention to profits and losses depending on self-regulation orientations (i.e., promotion focus vs. prevention focus). We argue that regulatory focus has different influences on financial consumers’ investment behavior in the gain and loss domains. In three experimental studies, we demonstrate that regulatory focus moderates the disposition effect. The results of the current studies imply that the disposition effect is primarily driven by prevention- (vs. promotion-) focused individuals who behave asymmetrically in the gain and loss domains.