The Most Powerful Four-Letter Word Isn't What You Think It Is
Our brains are programmed not to lose. It's called loss aversion, and it makes sense. If our ancient ancestors lost even a meager food cache, that could mean the difference between life and death. This vestigial neural code is still with us today, even though nowadays, grocery stores are chock full of vitamins in the shape of cartoon characters and nutrition-dense produce like rutabaga. This turnip/cabbage hybrid is a staple at Best family Thanksgivings, over the loud protest of my daughter and editor Jessica, who continues to claim that it tastes like it's been cooked in a dirty sweat sock. (Editor's note: Because it does.) Loss aversion is not just reserved for food. It shows up all over the place. Las Vegas casinos rely on it to keep gamblers going. Customers don't want to walk away from the slots with less than they started, so they continue to gamble, and in the process pretty much insure they will, that's right, lose more money. It's an irony that s...