Ayala Pharmaceuticals Inc (ADXS)

[Bourbon_on_my_cornflakes]

Not accurate Iggy. What we are trying to do is inject some realism into the debate. Getting this sold for $15-20 is realistic, the $100 prices some toss around are fantasy due to what behavioral economics calls:

Loss aversion and anchoring

People can make bad economic choices based on something Thaler dubbed the “endowment effect,” which is the theory that people value things more highly when they own them. In other words, you’d ask for more money for selling something that you own than what you would be willing to pay to buy the same thing.

This relates to another key theory, known as loss aversion. People experience the negative feeling of loss more strongly than they feel the positive sense of a gain of the same size. This is also impacted by anchoring: If you are selling an item, your reference point is most likely to be the price you paid for something. Even if the value of that item is now demonstrably worth less, you are anchored to the purchase price, in part because you want to avoid that sense of loss. This can lead to pain in financial markets, in particular.

just trying to loosen up those anchored to unreasonable price expectations. But hoping for $15-20 can hardly be called pessimistic given the current price.