L'aversion à la perte
Loss aversion: Losing feels worse than winning feels good, and it’s easier to stand pat and protect what we have.
Seth Godin • This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life)
most people will do more to avoid loss than to benefit from an equivalent gain.
Nick Ortner • The Tapping Solution for Manifesting Your Greatest Self
Avversione alla perdita Processo cognitivo: siamo più motivati a evitare di perdere qualcosa piuttosto che avere la possibilità di guadagnare qualcosa dello stesso valore.
Andrea Saletti • Neuromarketing e scienze cognitive per vendere di più sul web: Il modello Emotional Journey (Italian Edition)
This, of course, means loss aversion is a greater motivator of buying decisions than potential gains.
Donald Miller • Building a StoryBrand: Clarify Your Message So Customers Will Listen
Loss Aversion is the idea that people hate to lose things more than they like to gain them. There are very few relationships that psychology is able to quantify, but this is one of them: people respond twice as strongly to potential loss as they do to the opportunity of an equivalent gain.