Q

What role does loss aversion play in the framing effect?

From 5 years of verified research · Vassili Sandqvist
A

Loss aversion is a key mechanism behind the framing effect, as it shows that losses weigh more heavily on our decision-making than equivalent gains. When a situation is framed in terms of losses, it activates a risk-seeking behavior to avoid certain losses, while gains lead to risk-averse choices.

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