Aversión a la pérdida

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En economía y teoría de la decisión, la aversión a perder se refiere a la fuerte tendencia de la gente a preferir no perder antes que ganar. En efecto, hay estudios que indican que, desde el punto de vista psicológico, perder es doblemente más fuerte que ganar. La aversión a perder fue demostrada por Amos Tversky y Daniel Kahneman.<ref>{{

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 #if:| |}}. </ref> Estos estudios determinaron la tendencia natural de la gente a evitar perder antes que ganar beneficios. Esto lleva a la aversión al riesgo cuando se evalúa una posible ganancia, ya que entonces se prefiere evitar una pérdida a recibir un beneficio. Esto explica la forma curvilínea de la función valor-resultado en la teoría de las perspectivas.

Referencias

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Bibliografía

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