OpinionJuly 31, 2018
Why the Most Important Idea in Behavioral Decision-Making Is a Fallacy
The popular idea that avoiding losses is a bigger motivator than achieving gains is not supported by the evidence
Stories by David Gal
David Gal is professor of marketing at the University of Illinois at Chicago. He previously served on the faculty of Northwestern University. His research areas include the psychology of decision-making, identity and behavior, and innovation and creativity. He is working on a book, The Power of the Status Quo. Follow him on Twitter @realdavidgal.