Loss Aversion
Discovered by scientists Tversky and Kahneman, it reveals that the pain of losing is stronger than the pleasure of winning. As a result, humans will go to greater lengths to avoid losses than to pursue gains.
Discovered by scientists Tversky and Kahneman, it reveals that the pain of losing is stronger than the pleasure of winning.
As a result, humans will go to greater lengths to avoid losses than to pursue gains.