We focus on losses
Loss aversion describes a phenomenon where the pain of losing is more powerful than the pleasure of gaining As a consequence, we gravitate towards negativity and focus more on the risk of losing. In other words, I will be more annoyed to lose 10$ than I will be happy to find 10$. To some extend, we seek perceived losses, we are more aware of it. References First academic publication on the topic : Kahneman, D....