How Loss Aversion Affects Market Research and Decision Making

You’re offered a gamble on a coin toss:

If it’s heads, you lose £100.

If it’s tails, you win £150.

Would you take the offer?

Despite the fact that you stand to win more than you can lose, and your chances of either outcome are equal, you probably don’t like the offer.

This is because of loss aversion.

Read more: https://www.askattest.com/blog/insight/loss-aversion

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