That would be risk aversion; the fact that marginal utility of money/wealth/ gains decreases as one gets more wealthy. Loss aversion is the “fact” that “buy no

That would be risk aversion; the fact that marginal utility of money/wealth/ gains decreases as one gets more wealthy. Loss aversion is the “fact” that “buy now to save 10$” is less motivating than “buy now to avoid 10$ surcharge”, and that “here’s 100$; if the coin tails, you lose $50” is more distressful than “here’s $50; if the coin heads, you gain another $50”.