Abstract: The main objective of this study is to find the influence of gender, investment experience and investor type on loss aversion. A survey method was used and data collected from 309 mutual fund investors from Bangalore city. ANOVA test was used to test the influence of the independent variables on loss aversion. The findings of the study suggest that women are more loss aversive than men, novice investors are more loss aversive than experienced investors and the impact of loss aversion is high on direct investors than on financial consultants.