Ethics Motivation Tversky 
Harvard Business Review
JANUARY 4, 2013
Two years later, in 2002, the co-leader of that invasion, Princeton psychology professor Daniel Kahneman, won an economics Nobel (the other co-leader, Amos Tversky, had died in 1996). Lazear acknowledged one such indicator in his article — the invasion of economics by psychological teachings about cognitive bias.
Harvard Business Review
JULY 2, 2013
Amos Tversky and I] concluded from many such observations that ''losses loom larger than gains'' and that people are loss averse.". People are generally not all that happy about risk. As Nobel Prize-winning psychologist Daniel Kahneman has written, "For most people, the fear of losing $100 is more intense than the hope of gaining $150.
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