Management Operations Tversky 
Harvard Business Review
JUNE 21, 2012
Daniel Kahneman and Amos Tversky provide perhaps the best theoretical framework in which to understand the phenomenon. We will pay far more for a medical operation that increases our chance of surviving from 0% to 1% than one that increases it from 10% to 11%. MORE ON MANAGING RISKY BEHAVIORS. A Beekeeper's Perspective on Risk.
Harvard Business Review
FEBRUARY 29, 2012
This idea of prospect theory, developed by Tversky and Kahneman and reported in a classic 1979 article (for which the Nobel prize was awarded) demonstrated that individuals do not make decisions rationally by selecting options with the highest expected value, because they are risk-averse and 'losses loom larger than gains.'.
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