This is largely because—as Nobel Prize winner Daniel Kahneman has shown—the principal pull of the old is that it requires no deliberation and has some intuitive plausibility as a solution already. Loss aversion—people’s tendency to want to avoid loss—is twice as powerful psychologically as the allure of gains, as demonstrated by Kahneman and Amos Tversky.1
This is interesting: loss aversion == 2x gain allure
