Why do people choke when the stakes are high? Loss aversion may be the culprit
Wednesday, May 9, 2012 - 14:30
in Psychology & Sociology
In sports, on a game show, or just on the job, what causes people to choke when the stakes are high? A new study suggests that when there are high financial incentives to succeed, people can become so afraid of losing their potentially lucrative reward that their performance suffers.