Loss aversion

Sometimes, it is hard to let go of something valuable without realizing that letting go is greater than we think. 

Sometimes, a loss can feel more powerful than a gain of the same magnitude and vice versa. Considering the pain of a loss – or euphoria of a gain – can weigh heavily on futu...

These explanations are all irrational for preferring the status quo:

• Loss Aversion: When we make decisions, we weigh the potential for loss more heavily than the potential for gain.
• Sunk Costs: We continue to invest resources like time, mone...

• Scientific studies reveal that a few people will lose a great deal of body fat when they start exercising. Others will gain, and most will drop a few pounds.
• Studies show that most types of exercise increase appetite in most people, tempting us to replace calories and preventing po...