The loss aversion section of this lecture struck me as personally significant. I have never been a gambler because I hate to lose. In fact, I get really angry if I lose more than twenty dollars. Even if I have the chance to win twenty dollars, I would still rather secure the twenty in my pocket than from going down the drain. I found the article below which overviews how our brains process losses if the wording is presented to us differently. This plays a huge role when it comes to marketing for major companies.