Framing Effect shows that "choices involving gains are often risk averse and choices involving losses are often risk taking" (Tversky & Kahneman, 1981, p. 453).
Brief quotations are reproduced for identification purposes under fair use / fair dealing doctrine
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. *Science*, *211*(4481), 453-458. <https://doi.org/10.1126/science.7455683>
Built on Loss Aversion (Kahneman & Tversky, 1979) Exact Definition & APA Citation
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