"Loss Aversion，Also known as "Lost Avoiding")，Refers to the same loss and income，People feel that the pain caused by losses will be stronger than the benefits brought by income，Therefore, it is more inclined to avoid losses rather than fight for benefits。This concept comes from Israeli psychologist Daniel Kahneman and Amos Tersky.，，It becomes one of the most influential concepts of behavioral science，It is widely used in investment、Insurance and other fields。Caniman and Twoski also published in 1992 the discussion of "Outlook Theory Progress: Cumulative Response of Uncertainty"，Quantitative analysis of the proportion of the pain caused by the loss brought by the loss -the former is at least two times the latter。In recent years，Many scientists have begun to question the interpretation ability and scope of "loss and dislike"，and carried out a series of studies to test whether "loss and disgust" is really a "iron law"。

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The research by Kanman and Twosky in 1979 aims to examine why symmetrical bets (the probability of losses and income is 50%) lacks attraction to most people，Although the study did not clearly define "loss and disgust"，But one of the sentences "Losses Loom Larger than Gains) is widely passed down。The 1980s，Two scholars discussed "loss and disgust"，and explained the endowment effect (Endowment Effect)。

endowment effect refers to after people have an item，The value given to this item increases from bet365 Play online games when it is not owned。Related classic examples are Richard THALER、Canadian behavioral economist Jack L. KNetsch conducted a group of experiments in 1990，Participants are college students。Researchers distribute coffee cups printed with their own school commemorative signs to half of the participants (the school store is priced at $ 6)，and ask them to pricing for their own cups，At the same time, please be sure to determine how much you want to spend to buy a classmate's coffee cup。Results show，The average pricing of "seller" exceeds $ 5，"Buyer" bid for only about $ 2.5。Subsequent，Researchers will adjust the "seller" and "buyer"，Replace the coffee cup with a round bead pen，Repeated the above experiments and got the same results。

Caniman thinks，The endowment effect is the manifestation of "loss and disgust" — the loss of the loss of a certain thing is greater than the utility brought by this thing (Utility。"Coffee Cup Experiment" and other similar studies have made "loss and disgust" gained axiom status in the emerging behavior science field。2002，Caniman "combined psychology research with economics research，Especially research on human judgment and decision -making in uncertainty "and being awarded the Nobel Prize in Economics (sharing the award with American economist Fermex Smith)。In the self -introduction of the winners，He said: "I believe that the concept of" loss and disgust "is us (referring to ourselves and Twostki) the most useful contribution to decision -making research，The asymmetry between the income and the loss solve many problems，Including the distinction between people's opportunity costs and 'real' loss。"The book Bet365 app download published in 2011" Thinking，Quick and Slow "，Caniman also mentioned，The concept of "loss and disgust" is undoubtedly the most important contribution of psychology to behavioral economics。

January 2021，Culin F. Camer, a professor of behavioral economics at the California Institute of Technology in the United States, published a research theory of "Analysis of Metropolitania Analysis on Empirical Emberity Evidences of Loss"。Analysis of economics、Psychology、A total of 150 papers in the disciplines of neuroscience and other disciplines of 607 empirical estimates of "losses and disgust"，On average，On average，The weight of the loss given in decision -making is significantly higher than the income。Professor of Business School of Columbia University、Director Eric J. Johnson, director of the Decision Science Center, talks，Any specific cases including endowment effect may have other explanations，But "loss and disgust" provides the simplest explanation for various cases。Otherwise，People can only get a variety of explanations。

　"Loss and Aviation" faces multiple challenges

Not all scholars are convinced of "loss and disgust"。David Gal, a professor at the Marketing Department of the University of Illinois, is a representative of the criticism of behavior economics, especially "losses and disgust"。2003，Gal is also a graduate student at the Department of Management and Engineering at Stanford University in the United States，He re -did "Coffee Cup Experiment" and confirmed，People with a cup give the cup value higher than those without cups。but，Gal noticed，Most experimental participants seem to not care about this whole。So，He started thinking，Do the participants mainly sell or buy cups bet365 Play online games easily for inertia，instead of any strong feeling for losing or having a coffee cup。

2018，Galle and Northwestern University Marketing Professor Derek D. Rucker cooperation，Carry out "Coffee Cup Experiment" again。but but，They changed a condition: Tell the owner of the coffee cup，Their cup will be taken away，and ask how much they are willing to pay for to leave a cup，instead of asking them what prices they are willing to sell cups。If "Loss and Aviation" really exists，So the participants with a coffee cup are willing to pay for the cup，It should be higher than those without a coffee cup.。But，The facts are: the value given by all participants is similar。

The discussion published in January 2021 The "endowment effect: loss of disgust or buying and selling differences?" "middle，Wendy Liu, an associate professor of marketing science in the University of California San Diego Marketing, used the same ideas as Gal and Lak for experiments，That is, how much money the owner who tests a certain item is willing to leave items。This study did not find evidence that "loss and disgust" could explain endowment effects，It was found that the endowment effect is related to the bull-see discrepancy，That is, people determine the price of items in a strategic way。Wendi Liu said: "From the evidence we get，‘Lost Disguisal’ may not be a sufficient explanation of endowment effect，Scientific researchers should stop equating the two。”

Professor of the School of Industrial and Management of the Institute of Technology and Management of the Israeli Institute of Technology, Ido EREV and the Associate Professor of the Department of Environmental Economics and Management of the University of Hebrews in Jerusalem, Eyal Ert, in 2013, in 2013 The descriptive value of the bet365 Play online games annual article "The descriptive value of losses and disgust in risk decisions: 6 o'clock clarification"，In some rather than all circumstances，Losses are more prominent than returns。Article proposal，There are six experiments to manipulate the probability of increasing the "loss and dislike": designing the safety option as the status quo; ensuring that the choice of avoiding losses can maximize the probability of obtaining positive results; Join very attractive risk prospects，Create a contrast effect; use no feedback、Long -term experiments with expected value difficult to calculate。

Eldad Yechiam, a professor at the School of Industrial Engineering and Management of Israel Institute of Technology, also holds doubts about the concept of "losses and disgust"。He thinks，Caniman and Twos Based on the "outlook theory" in 1979 (also known as "Prospect Theory")，Mainly hope to use this theory to criticize the expectation of the desired function function -they noticed，The choice made by people shows some features that do not match the basic principles of utility theory。Early research on the effectiveness of the effectiveness of income and losses, as well as the initial evidence of Kaniman and Tworski，Ye Hiam thinks，"Lost and Avision" supporters over -interpreted the above research。These studies are displayed，Very large losses will be particularly valued，and smaller losses often do not get too much attention。

It seems that the questioner of "loss and disgust" seems，Many phenomena that are attributed to "losses and disgust"，At least other explanations in theory，The tendency of the "overwhelming" operation of the inertia。Gal talk about，After the research results of his cooperation with Lak，Many colleagues Bet365 app download send him email，It means that in previous studies, it mistakenly attributed specific phenomena to "losses and disgust"; some scientific researchers have said that they have been looking for evidence of "loss and disgust" for many years，But I never found it。but，President members often have hostility to denying "losses and disgust"，This has caused many journals to publish these research results。So，Gal uses "blur、loose "to describe the definition of" loss and disgust "。2018，Gal published an article on the official website of the American Popular Science Magazine "The most important concept of behavioral decision -making research is a fallacy"，I introduced to the public why he questioned "loss and disgust"。For meta analysis by Kaimorler and others，Gal thinks，"This is not surprising。yuan analysis can calculate the effect of the effect，But in most cases, the reasons why the effect cannot be fully explained。This new study is just different effects that may be caused by different reasons，Calculate under the framework of "Loss and Aviation" "。

Current，Kanman has not publicly responded to Gal or other new challengers with the concept of "loss and disgust"。But not long ago，Caniman said to a scientific news media in the United States，"Loss and Aviation" only appears under specific circumstances，"It is not a human nature of the human nature established in all backgrounds。In some experiments，‘Lost Disdia” did not appear，and each reason，But this does not violate 'loss and disgust' -there is always exception，Almost any experiment has more than one interpretation "。No matter what，"Loss and Aviation" has established its own status in the field of decision -making science。"If a principle bet365 Play online games can help people understand a lot of phenomena，It is useful。This does not mean that ‘loss and disgust’ are real，It means it is useful。"Kanaman said。