Loss Aversion - The virtual weight we put on ourselves 

In cognitive psychology, decision theory, and behavioural economics, loss aversion refers to people's tendency to prefer avoiding losses to acquiring equivalent gains: it is better to not lose $5 than to find $5. The principle is very prominent in the domain of economics. What distinguishes loss aversion from risk aversion is that the utility of a monetary payoff depends on what was previously experienced or was expected to happen. Some studies have suggested that losses are twice as powerful, psychologically, as gains.
In this video I have discussed about Loss Aversion, how we can deal with it and also how can we make use of it for our advantage.