So what else might explain the results? For one, the study authors write, “people are typically more motivated to avoid losses than to seek gains.” This irrational tendency, known as “loss aversion,” is a cornerstone of behavioral economics. As Nudge author Cass Sunstein, wrote, “a 5-cent tax on the use of a grocery bag is likely to have a much greater effect than a 5-cent bonus for bringing one’s own bag.”
https://getpocket.com/explore/item/the-behavioral-economics-diet-the-science-of-killing-a-bad-habit