loss aversion

Multiple studies substantiate that we humans feel the pain of loss more keenly than we do the enjoyment of gain. Remember Lance Armstrong? He apparently abhorred the pain of loss down to the core of his being. “I like to win, but more than anything, I can’t stand this idea of losing.  Because to me, losing means death.”  He did anything he could to avoid losing. After a long doping scandal, Armstrong was stripped of his … Read more…