"If I were to say flip a coin, you could lose $100/you could win $100, most people won't take that because, perspectively, the pain of losing $100 is greater than the pleasure of gaining $100." -- 'The Foolish Corner' author (and soon-to-be retired MU professor) JOHN HOWE on what's known as 'loss aversion' August 4, 2022
Paul Pepper: 'Foolish Corner' author John Howe, "Loss Aversion"
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John Howe
