Loss aversion is a cognitive bias that describes why, for individuals, the pain of losing is psychologically twice as powerful as the pleasure of gaining . The loss felt from money, or any other valuable object can feel worse than gaining that same thing.

This is why “Negative”, “Fear Of Missing Out”, marketing works because our brains pay more attention to the loss, ( however small that is) which makes people make impulsive action wanted by companies and vendors.

The loss of $10 seems like a big loss when in fact it’s nothing.