Verified80% confidenceFactExact time
The "loss aversion" theory in behavioral economics was proposed by Daniel Kahneman and Amos Tversky in Prospect Theory, indicating that humans' aversion to losses is 1.5 to 2.5 times greater than their response to equivalent gains.
7
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80%
Confidence
Long-term
Relevance
7/14/2026
First Seen
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