The finding that individuals tend to have a negative reaction to losing an amount of money-a reaction that is stronger in magnitude than the positive emotions associated with gaining the same amount of money-is referred to as

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This phenomenon is known as loss aversion, and it has been extensively studied in the field of behavioral economics. Loss aversion suggests that individuals are more strongly motivated by the fear of losing something than the prospect of gaining something. It has important implications for decision-making in a variety of contexts, including financial decision-making and marketing.

The Finding That Individuals Tend to Have a Negative Reaction