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though surely they recognize that Daniel Kahneman and Amos Tversky’s famous theory was itself not accepted for a long time

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published Aug 9, 2018, 8:00:08 AM, by Barry Ritholtz (Bloomberg Opinion) — A recent paper summarized in Scientific American raises an intriguing question: Is one of the founding theories of behavioral finance known as loss aversion — the idea that people place more weight on avoiding losses than gains —

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