Loss aversion refers to the tendency for people to place a greater value on avoiding losses than on acquiring equivalent gains. This phenomenon is rooted in the human brain's processing of potential losses and gains, with losses often being perceived as more painful and emotionally significant than gains.

One key factor contributing to loss aversion is the framing effect, in which the way in which information is presented can influence people's perceptions and decisions. For example, presenting a choice as a potential loss (e.g., "You could lose $100 if you choose this option") may be more influential than presenting it as a potential gain (e.g., "You could gain $100 if you choose this option").

Another factor contributing to loss aversion is the sunk cost bias, in which people are more likely to continue investing time, money, or other resources into a project or decision, even when it is no longer rational to do so, because they are reluctant to accept the perceived loss of their initial investment.

Loss aversion can have significant consequences, including suboptimal decision-making, missed opportunities, and a tendency to hold onto underperforming assets or investments for too long. It can also lead to irrational behavior, such as continuing to invest in a failing business or holding onto a losing stock.