Loss Aversion

The amygdala is an almond shaped chunk of flesh in the center of your brain. It's long been associated with a wide variety of mostly negative emotions and behaviors, from the generation of fear to the memory of painful associations. (There's some suggestive evidence that sociopaths have a broken amygdala. Because they can't learn from the moral mistakes, they don't comprehend morality.)

And now there's solid evidence that the amygdala also underlies one of the most potent human biases...