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IN 1979 KAHNEMAN PROVED THAT LOSING $100 HURTS 2.5X MORE THAN GAINING $100 FEELS GOOD
Daniel Kahneman and Amos Tversky published Prospect Theory in 1979 — the research that won Kahneman the Nobel Prize in Economics in 2002. The finding has been replicated for over 40 years across every culture studied. The pain of losing something is approximately 2 to 2.5 times more intense than the pleasure of gaining the equivalent thing ...
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