Loss aversion is a form of an excessive
self-regard. It is a tendency to prefer avoiding losses compared to
getting equivalent gains. Nobel laureate Daniel Kahneman has
developed this concept with Amos Tversky. Like many other
psychological heuristics and biases, loss aversion can be
misunderstood and used for your own good or bad.
Two forms of loss aversion
First case goes
like this: Imagine a situation that you are offered a bet in which
you have 50 per cent chance of winning 110$ or 50 per cent of losing
100$. Would you take this bet? According to Kahneman, most people
wouldn´t take the bet. Imagine another bet in which you have a 100
per cent chance of losing 90$ or 90 per cent chance of losing 100$?
Would you take the first or second bet? According to Kahneman and
other researchers, most people would take the last bet. As you can
see from these bets, first situation has the same probability of
winning 55$ and losing 50$ and in the second situation, both bets
have an expected value of losing 90$.
What this means is
that in the first situation people were loss averse. They didn´t
want to risk their 100$, even though they had a better chance of
winning 110$. In the second situation people were willing to risk
more money to get even. This can be seen as irrational behavior, at
least according to Kahneman. But it is not that simple. As with
everything in life, in reality, it depends on the situation. The
behavior in the first situation is irrational only if your 100$ is
not needed by you. It comes to path dependence. If you lose your
money you won´t get a chance to get them back. You have lost your
money and you cannot buy bread and butter. Path dependence is the
same fact whatever the sum of money. You just cannot afford to have a
chance to lose money you will need later. This doesn´t mean you
shouldn´t take 100 bets that are similar to the first situation if
you can afford to lose the money.
Second situation
is different. You take more risks for not to lose, instead of
accepting losses, you are more likely to risk more capital to gain
what you have already lost. This makes you more vulnerable to get
hurt in the long run in many ways. For example, you lose some of your
money in investing a stock x, when it announces bad financial report.
You are more likely to invest more money for this stock to gain your
losses back than putting your money to stock y that has risen in the
same time after a good financial report to get them back. Throwing
good money after bad money will more likely to be a bad decision.
This doesn´t mean it is always a bad decision. It is only a more
probable effect. When you do this kind of mistake, you are more
likely to lie to yourself about it. Instead of admitting failure by
taking responsibility about your mistake, you might explain it with
bad luck, or mistakes from other people, etc.
Loss protecting products and
services
The providers of
financial products and services use loss aversion for their
advantage. Insurance is one type of products that takes loss aversion
for service provider´s advantage. When you insure your fortune to
protect yourself against losses, you pay the price for it. Insurance
selling companies have large databases of their customers and the
likelihood of getting into accidents. They know the probabilities of
these accidents. And they price their insurances in a way that the
value of your expected loss is smaller than the price of their
expected gain from the insurance. As with the first type of loss
aversion, you have to buy the insurance if you cannot afford the cost
of the accident. Financial industry is also willing to sell you
products that have capital protection. There is always price to pay.
It can be something like a decreasing possibility for gaining capital
or a bigger commission for buying the product. Whatever it is, it is
not a free lunch. You have to pay for it. Be aware of anyone you
tells gives you a guarantee that you cannot lose without having
costs. He is not telling the whole truth about the product.
Until next week!
-TT