We feel the pain of a loss much more than we feel the pleasure of a gain

I recently watched the excellent BBC Horizon documentary on decision making. The programme featured the very interesting work of Professor Daniel Kahneman (pictured, left) from Princeton University and his late colleague Amos Tversky. They had demonstrated for over 30 years several replicable ways in which human judgements and decisions differ from rational choice theory. Cognitive and behavioural approaches tend […]

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