In this study, researchers explored how consumers' ideas of what a product should cost impact how companies price their items in a competitive market. They examined situations where consumers are okay with losing money and where they really don't like losing money. The researchers used an ongoing game setup to see how prices change over time when companies compete by either setting prices or quantities. An interesting discovery was made – when consumers really hate losing money, companies end up pricing their products the same way regardless of whether they compete on prices or quantities. This means the type of competition doesn't affect how they set prices when dealing with these particular consumers.