Loss Aversion: Why Your Users Fight Harder to "Keep" Than to "Win"
The Asymmetry of Value Imagine I offer you a coin flip. Heads: You win $20. Tails: You lose $20. Would you take the bet? Most people say No. What if I change it? Heads: You win $40. Tails: You lose $20. Most people still hesitate. Mathematically, this is irrational. The “Expected Value” is positive. Psychologically, it makes perfect sense. The pain of losing $20 outweighs the joy of winning $40. We are hardwired to protect our resources. ...