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loss aversion

Consumer Psychology

4 Psychological Truths to Make Selling Easier

Buying behaviors are largely driven by emotions and then justified by logic, so it's important for entrepreneurs to tap into psychology to boost sales.

This Is Why You Should (Almost) Always Go for It on Fourth Down But Seldom Do

Loss aversion makes football coaches and business leaders timid when the data says they should be bold.

Overcoming the Obstacles to Embracing Change

Your evolution as a businessperson and perhaps chances at success may hinge on your reaction to some key scenarios.