Behavioral scientists have studied how people respond to winning and losing. They've even gone to the point of giving (spotting) people money to put them in a position where they can't actually lose to see how they behave. Study after study consistently shows that people do far more to protect themselves from losing. Behavioral finance puts the difference at about 2x - people work twice as hard to avoid losing then they will to pursue winning. In times of distress, chaos or confusion the...
