Irvin Levin, a Psychology professor, conducted an interesting experiment where participants had to either build their own pizza by adding toppings to an empty pizza base, or remove toppings from a fully-loaded one. The experiment wanted to find out which action, either adding or subtracting, would result in a fuller and more expensive pizza. Wanna warrant a guess?
The results were largely consistent across participants from different countries, and it was the subtracting method that resulted in a much more expensive pizza with more toppings. This could be due to the participants being less willing to lose than to gain. This is an example lending to the concept of loss aversion and the endowment effect.