Business News

what is loss aversion and is it real?

Written by Brendan Markey-Towler, Researcher, The University of Queensland

You may still feel losing a wallet more than finding it.Shutterstock

A recent study claims a core idea in behavioural economics – loss aversion – is a fallacy. Loss aversion is the theory that the pain of losing something is greater than the pleasure we feel by gaining something equivalent.

Loss aversion forms the basis of a lot of...

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