Aversion therapy, sometimes called aversive therapy or aversive conditioning, is used to help a person give up a behavior or habit by having them associate it with something unpleasant. Aversion ...

Given the choice, most of us would rather avoid a loss than reap a reward. This can help us avoid making expensive mistakes, but it can also make us risk averse and prevent us from taking advantage of ...

The idea of loss aversion—that, to an irrational degree, individuals avoid losses more than they pursue gains—has been influential in the field of behavioral finance. It has been imputed to drive ...

Brendan Markey-Towler does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations ...

Food aversion refers to a strong dislike or avoidance of specific foods that extends beyond typical food preferences. Unlike simple dislikes, food aversion involves intense negative reactions to ...

Loss aversion is a bias to feel the pain of losses more strongly than the pleasure of gains - and this can impact how you invest for your retirement. Nobel Prize-winning economist Daniel Kahneman’s ...

Until the 1990s, psychologists and sexologists generally assumed that almost every coupled individual who could physically manage partner sex wanted to engage in it. But in recent decades, it’s become ...

Imagine you decide to walk to the park. As you head out the front door, you take a left and walk for about a block. At that point, you realize it would've been a faster journey if you had taken a ...

Loss aversion is a psychological phenomenon that refers to the tendency of people to strongly prefer avoiding losses rather than acquiring equivalent gains. In other words, the pain of losing ...