“…This reflection has been referred to as 'loss aversion' (cf. Kahneman & Tversky, 1979) and has been reported in consumer, health, and economic decision-making processes (Diacon & Hasseldine, 2007;Epley, Mak, Idson, 2006;McNeil, Pauker, Sox, & Tversky, 1982;Sanford, Fay, Stewart, & Moxey, 2002). Further evidence has suggested that framing effects and, by extension, loss aversion, are part of an affective type 1 heuristic process (Cassotti et al, 2012;Kahneman & Frederick, 2007).…”