‘Cough Up Another Dollar, Chubby': The ‘Loss Aversion’ Mind Game Your Firm May Be Tempted To Try

Nineteen researchers (yes, 19; insert light-bulb-changing joke here) released a study this week concluding that giving “obese” people money and then docking it when they fail to walk enough works better than giving them money when they do walk enough. In my latest Forbes column, I hammer this “loss aversion” mind game.

The column can be found here.