Loss aversion theory states that people are more sensitive to losses, as compared to gains, i.e., a loss of 100 is more painful as compared to the happiness gain of 200.
While historically economics assumed everyone to be a rational decision maker, it was the integration of psychology & economics (like above) that led this famous economist to win the Nobel Prize in 2002.
Identify this person, who is also an author of a NYT bestseller book.