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| | Loss Aversion, Risk, & Framing: The Psychology of an Influence Strategy |
 | | Since losses loom larger than gains, it appears that humans follow conservative strategies when presented with a positively-framed dilemma, and risky strategies when presented with negatively-framed ones. |
 | | However, when the question was framed negatively, and physicians were concentrating on losses rather than gains, they voted in a dramatically different fashion. |
 | | The brochures were identical in terms of content, but one stressed the gains associated with performing a BSE, and the other focused on the losses associated with inaction. |
| www.workingpsychology.com /lossaver.html (1180 words) |
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