The human mind is interesting because of perception - that two pieces of exact same information that are fundamentally the same in reality can be perceived radically different because of biases in the human brain.

Take these two following examples. Each one has the same sentiment: Eat more vegetables but motivate humans much differently: "If you start eating more vegetables you will improve your health in ways you couldn't imagine." vs " You need to start eating more vegetables; if not you will lower you health quality dramatically." 

‍Human's feel and take action on the second one more often (sometimes as much as twice as more). Our brain has an aversion to look at loss differently then it looks at reward.