“Loss Aversion”

“Loss aversion is the simple idea that the misery produced by losing something that we feel is ours—say, money—outweighs the happiness of gaining the same amount of money. For example, think about how happy you would be if one day you discovered that due to a very lucky investment, your portfolio had increased by 5 percent. Contrast that fortunate feeling to the misery that you would feel if, on another day, you discovered that due to a very unlucky investment, your portfolio had decreased by 5 percent. If your unhappiness with the loss would be higher than the happiness with the gain, you are susceptible to loss aversion. (Don’t worry; most of us are.)”

Ariely, Dan. “The Upside of Irrationality.”

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