We prefer to avoid making a loss over making a profit of the same value.
When we get negative feedback for an outcome we are invested in, we increase effort towards it instead of altering course.
When doing stock investing, we tend to sell off stocks that do well/increase in price - and keep the stock that is performing poorly.
We want to finish a unit of anything we are consuming - we don't want to stop in the middle.
People generally put in more investment into a failing thing to win back the investment that has already gone in.
We think of an outcome as certain - but in reality if we zoom out, it would be part of a multi-step process - which in entirety is not certain.
We remember things better if our own mind makes it up rather than when we just read it.
When we are presented with evidence against a pre-existing belief that we had, we sometimes reject the evidence and hold the belief even more strongly.
We prefer to eliminate risks **completely** in a smaller part rather than reduce overall risk even if the second option reduces risk to a greater extend.
We value things much higher if we created them(even partially).
We want to keep a thing we own more than we want to get the same thing when we don't own it.