| http://www.w3.org/ns/prov#value | - Third, people view any improvements relative to this reference point as gains and treat all shortcomings as losses.Fourth, and most important, losses have a far greater impact on people than similarly sized gains, a phenomenon that Kahneman and Tversky called ???loss aversion.??? For instance, studies show that most people will not accept a bet in which there is a 50% chance
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