What the Yuck? Disgust Ads Work Better to Change Behavior

Summary: Decision-making in humans is a fascinating study. Like behavioral economist Dan Ariela says, we are predictably irrational creatures. When it comes to positive and negative reinforcement, we all clamor for the former but respond faster to the latter. Why is that? In our society, we are risk-averse, meaning that we place more emphasis on loss than gain. The risk of loss scares us. The same theory can be applied to health.