What term describes the tendency to prefer avoiding losses rather than achieving gains?

The concept that describes the tendency to prefer avoiding losses over acquiring gains is called risk or loss aversion. This principle comes from behavioral economics and suggests that individuals feel the pain of losses more strongly than the pleasure of gains of the same size. For example, losing $100 typically feels more impactful than gaining $100 feels pleasurable. This aversion to loss can significantly influence decision-making, causing individuals to avoid riskier options even when potential gains might outweigh potential losses. Therefore, the understanding of risk or loss aversion helps to explain various behaviors in economic choices and risk assessment, highlighting that people often prioritize security over the opportunity for profit.