Big Think – Laurie Santos – “Why You Hate Losing More Than You Love Winning”

Posted: January 4, 2011 in Brain Sciences & Psychology
Tags: , , , ,

Back in September, I posted a video of a TED talk given by Laurie Santos. Santos is a Yale primate psychologist and behavioural economic researcher who’s work focuses on the ways in which capuchin monkies exhibit remarkably similar economic behaviours to human beings – including many of the irrational choices we make.

The basic lesson to be learned is that loss aversion is a major driving force in markets & in evolution. Although we are motivated by rewards, most of us really, really, really don’t like losing. This shorter version of the longer TED talk that I posted back in September, sums up Santos’ finding nicely:

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