Loss Aversion of Time: Serving School Lunches Faster without Impacting Meal Experience

Amit Sharma, Joonho Moon, Lisa Bailey-Davis

Research output: Contribution to journalArticle


Loss aversion has been extensively studied in economics, but there is less discussion of it in the context of time. Results from a field experiment conducted in a U.S. public school lunch cafeteria suggest that students could be loss averse to time and that interventions, such as a pre-plated service lane could increase the speed of service and guide students to make better food choices. Faster, pre-plated service lanes may leverage loss aversion bias, be beneficial for larger schools, reduce wait time for students, and thereby increase their satisfaction with the service process.

Original languageEnglish (US)
Pages (from-to)456-472
Number of pages17
JournalEcology of Food and Nutrition
Issue number6
Publication statusPublished - Nov 2 2018


All Science Journal Classification (ASJC) codes

  • Medicine (miscellaneous)
  • Food Science
  • Ecology

Cite this