Medically reviewed by Kira Graves, PhD Key Takeaways Aversion therapy tries to help people stop unwanted behaviors by linking them to something unpleasant. Techniques used in aversion therapy include ...

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 ...

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 ...

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 ...

Imagine this scenario: a friend offers to flip a coin and give you $20 if it lands on heads. If it lands on tails, you give her $20. Would you take that gamble? For most of us, the amount you could ...

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 ...