HOW LOSS AVERSION HELPED ME TO CHANGE MY EXERCISE ROUTINE.

Amos Tversky and Daniel Kahneman coined the term loss aversion back in the 1970s. The psychological theory goes that you feel the pain of losing something you already have more than the joy at getting a new thing. This works in all aspects of life, and you’ll often see it done in marketing or sales processes. The free 100-night trial of Tempur mattresses is a good example - an expensive purchase, but I suspect it’s much harder for people to give up the memory foam magic after getting used to it over such a long period.