Daniel Kahneman in the chapter states that most people seek money for non-economic reasons. The human beings maintain a mental account of records which are objective or sometimes subjective. Keeping a psychological account is a valid consideration otherwise decision making can only rely on emotions. Individuals make a decision based on the fear of regret as a reason for itself. Regret is a feeling offering an alternative to the facts present, and a decision maker confidence is impaired by the thought of regret and blame. People way losses twice as much as gain due to the anticipation of the pain consequent to a failure or the blame.