What is loss aversion and how does it apply to dental case acceptance? Loss aversion is the simple fact that people work harder to avoid losing something than to gain something of equal value. Watch the people around you and you will see it everywhere. We guard our money, our health, our investments far more fiercely than we chase the next gain. Even the wealthiest patients, who could clearly afford the gain, are driven more by protecting what they have than by getting more. There are deep reasons for this wired into us, probably from a time when preventing loss meant [...]