Article on ‘ The Prospect Theory The Psychology of Decision Making Under Risk & Uncertainties’, by CS Venkat R Venkitachalam, Chairman, Bizsolindia Services Pvt Ltd (April 2025)
Vicissitudes of Human Behaviour: Consider an individual who is given two choices – a guaranteed sum of ₹500 or a 50% chance to win ₹1,000. You are likely to choose ₹500 due to what is known as loss aversion – favouring certainty over potential risk. The example demonstrates how reference points and loss aversion shape …