Loss Aversion
A loss feels stronger to people than a gain of the same size.
Why it matters
People often act to avoid a bad outcome, such as a forgotten charge, more readily than to win a new feature.
How to use it
- Ask what people are afraid of losing.
- Remove that risk, for example with a reminder before a charge.
- Never invent a loss just to scare people.
Example
A trial page that promises a reminder before the first charge can win more sign-ups than a longer list of features.