Loss aversion

Loss aversion is people's tendency to feel a loss more heavily than a gain of the same size. The research of Daniel Kahneman and Amos Tversky showed this tendency clearly; the pain of losing something is roughly twice as strong as the joy of gaining it. This is why people are often reluctant to give up what they already have, even for the sake of a better prospect. This tendency also explains why many people stay in a situation that does not satisfy them. The coach helps the client see a change not only through its possible losses but also through its potential gains.