“A pair psychologist from the University of Michigan recently conducted a fascinating study that shed some neurological light on the fear of loss.  First, volunteers donned caps containing electrodes.  Then they engaged in a computer simulated betting game, while researchers analyzed their brain electrical activity in response to winning and losing.  With each bet, the medial frontal cortex in her brain showed increased electrical activity with any matter of milliseconds.  But what intrigued the researchers was that negativity showed a larger dip after a loss and positivity rose after her win.  In fact, during a string of setbacks, medial frontal negativity dipped lower and lower.  Each loss was compounded by the previous loss.  Researchers came to a simple yet profound conclusion: losses loom larger than games.  In other words, the aversion to loss of a certain magnitude is greater than the attraction to gain of the same magnitude.”-Mark Batterson, Chasing the Holy Spirit, Purpose Driven Connection, volume 1, pg 84-85