by Gord Hotchkiss
http://www.mediative.ca

We humans hate loss. In fact, we seem to value losing something about twice as high as gaining something. For example, imagine I gave you a coffee cup and then offered to buy it back from you. That’s Scenario 1. In Scenario 2, I ask you to buy the same coffee cup from me. The price you assign to the coffee cup in the first scenario will be, on the average, about twice as much as in the second. And yes, there’s research to back this up.