Loss aversion is a key concept in behavioral finance that describes the tendency of individuals to prefer avoiding losses rather than acquiring equivalent gains. This phenomenon suggests that the emotional impact of losing money is approximately twice as powerful as the pleasure derived from gaining the same amount. For example, the distress of losing $100 feels more significant than the joy of gaining $100. This bias can lead investors to make irrational decisions, such as holding onto losing investments too long or avoiding riskier, but potentially profitable, opportunities. Consequently, understanding loss aversion is crucial for both investors and financial advisors, as it can significantly influence market behaviors and personal finance decisions.
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