Loss aversion was a cognitive bias identified by influential psychologists Daniel Kahneman and Amos Tversky in the 1970s. It often goes hand-in-hand with the endowment effect, where individuals place ...

Similarly, the sunk cost fallacy convinces us to continue investing in something simply because we've already committed time ...

Many people will continue with a longer, less efficient path to a goal rather than backtrack and take a shortcut — even when the backtracking would save time and effort. A new series of studies ...

A new study reveals how Doubling-Back Aversion leads people to reject smarter choices just to avoid undoing past progress.

Regarding customers leaving a branch when an outage hits, Calum Greenhow, CEO at the National Federation of Subpostmasters (NFSP), said: “The Post Office always says, ‘These customers will come back’, ...

According to publicly available figures, Fujitsu has won over half a billion in government business as prime contractor since ...