We All Hate Losing – Here’s Why
Beyond Philosophy
FEBRUARY 20, 2017
Tennis great Jimmy Connors famously said, “I hate to lose more than I love to win.”. His aversion to loss isn’t limited to elite athletes. Distaste for losing motivates politicians, gamblers, businesspeople and importantly, ordinary consumers. And unless you recognize its power, you may make critical mistakes with your customer experience. Prospect theory explains why we hate losing more than we like winning.
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