Medically reviewed by Kira Graves, PhD Key Takeaways Aversion therapy tries to help people stop unwanted behaviors by linking ...

Aversion therapy, sometimes called aversive therapy or aversive conditioning, is used to help a person give up a behavior or habit by having them associate it with something unpleasant. Aversion ...

Given the choice, most of us would rather avoid a loss than reap a reward. This can help us avoid making expensive mistakes, but it can also make us risk averse and prevent us from taking advantage of ...

The idea of loss aversion—that, to an irrational degree, individuals avoid losses more than they pursue gains—has been influential in the field of behavioral finance. It has been imputed to drive ...

Brendan Markey-Towler does not work for, consult, own shares in or receive funding from any company or organization that would benefit from this article, and has disclosed no relevant affiliations ...

One of the more well-known behavioral biases is loss aversion. Loss aversion is a common trait people display where they feel the pain of losing money much more acutely than the pleasure from gains.