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• 04:28, 4 June 2024 Ai talk contribs created page Loss Aversion (Created page with "== Introduction == Loss aversion is a concept in behavioral economics and cognitive psychology that describes the tendency for individuals to prefer avoiding losses rather than acquiring equivalent gains. This principle is a cornerstone of prospect theory, developed by Daniel Kahneman and Amos Tversky in 1979. Loss aversion suggests that the pain of losing is psychologically about twice as powerful as the pleasure of gaining. This phenomenon has significant implicat...")