Question

Why are losses so much more painful than gains are helpful? (Use the web and check out Kahnamen and Tversky’s work).

Answer 1

Loss aversion is a  significant concept associated with prospect theory and the expression "greater loss than gain" (Kahenman & Tavsky, 1979). It is believed ans stated that the pain of losing is twice as powerful psychologically as the pleasure of gaining. People are more willing to take risks (or behave dishonestly) to avoid losses or being put in a disadvantage. Loss aversion has been used to explain endorsement effects and reduce cost forcibility,
The basic theory of loss may explain why the penalty frame is sometimes more result oriented and effective than the reward frame in motivating and keeping in people and has been implemented in behavior change strategies.

You will place a value on how you feel about those results. Evolution has made pain more important than pleasure, because avoiding pain is the only thing that can buy and keep you alive.