Sophie was experiencing what behavioral economist Dan Ariely calls âloss aversion,â our human tendency to want to keep all options open. In a famous series of experiments profiled in the New York Times, Ariely showed just how far weâll go to keep from closing doors. Students in the experiment played a computer game that paid real cash to look for money behind three doors on the screen. After they opened a door by clicking on it, each subsequent click earned a little money, with the sum varying each time. As players went through the 100 allotted clicks, they could switch rooms to search for higher payoffs, but each switch used up a click to open the new door. The best strategy, players learned, was to quickly check out the three rooms and settle in the one with the highest rewards. But if they stayed out of any room, its door would start shrinking visually and eventually disappear. Ignoring those disappearing doors turned out to be impossible. In fact, participants wasted so many clicks rushing back to reopen doors that their earnings dropped 15 percent. And they frenetically continued keeping all their doors open even as penalties for switching got stiffer, costing not just clicks but cash fees.