People are more motivated by the fear of loss than by potential gain. For instance, a breast self-examination campaign focusing on the negative consequences of not performing examinations was more effective. Dobelli states, 'Emotionally, a loss ‘weighs’ about twice that of a similar gain.' This bias influences business decisions and personal risk management. | Rolf Dobelli | The Art of Thinking Clearly

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Loss Aversion: The Power of Negative Stimuli

People are more motivated by the fear of loss than by potential gain. For instance, a breast self-examination campaign focusing on the negative consequences of not performing examinations was more effective. Dobelli states, 'Emotionally, a loss ‘weighs’ about twice that of a similar gain.' This bias influences business decisions and personal risk management.

-- Rolf Dobelli