[BDC-2010] psychology of risk aversion

[Dan Heller]

All--

I'd mentioned that investors are risk-averse. Here's an article on research
that addresses this in the context of pricing. The psychological behavior
spans across multiple tracks, not just prices.  In short, be careful that
your presentations do not trigger similar perceptions of "distrust" in your
claims about your own products or companies. Make it too blunt or
simplistic, and a rudimentary sense of distrust works against you.

http://www.gsb.stanford.edu/news/research/mktg_simonson_consumercompare.shtml
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