I have been sitting on this one for a bit since I am not convinced. The practical me – that is the one who has a business that regularly confronts losses is not convinced.
Loss aversion, the idea that losses are more psychologically impactful than gains, is widely considered the most important idea of behavioral decision-making and its sister field of behavioral economics. To illustrate the importance loss aversion is accorded, Daniel Kahneman, winner of the 2002 Nobel Prize in economics, wrote in his 2011 best-selling book, Thinking Fast and Slow, that “the concept of loss aversion is certainly the most significant contribution of psychology to behavioral economics.” As another illustration, when Richard Thaler was awarded the 2017 Nobel Prize in economics, the phrase “loss aversion” appeared 24 times in the Nobel Committee’s description of his contributions to science.
More here – Scientific American
Personally I agree with Daniel Kahneman. I have seen plenty of examples of loss aversion that isn’t rational at all. I also believe that the rational consumer doesn’t exist. This Author seems to frame his perspective from a Marketing viewpoint rather than trading and business risk.