Loss aversion, where people dislike losing more than they like gaining, can affect both safe and risky decisions. A study with 360 car customers found that individuals who are loss averse in safe choices are also likely to be loss averse in risky choices. The researchers measured this by asking participants about their willingness to accept and willingness to pay in a safe scenario, and by observing their choices in a simple lottery task. They discovered that as people get older, earn more, and have higher wealth, their loss aversion tends to increase. Conversely, as education levels rise, loss aversion tends to decrease.