Conversion Optimisation
Loss Aversion
Plain English
People hate losing more than they like gaining.
Definition
Loss aversion is a psychological glossaryBiasBias is a systematic distortion in thinking or data that affects the accuracy of research or decision-making.Open glossary term where people prefer avoiding losses over acquiring equivalent gains.
In practice
Used in messaging to highlight what users might lose rather than what they gain.
In context
It explains why framing a saving as something being lost outperforms framing it as something gained, and why that framing needs using carefully to stay honest.
The reality
Overuse can feel manipulative and damage glossaryTrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term.
Compared with
Loss Aversion vs Scarcity
Loss aversion is about how a choice is framed: avoiding a loss motivates more than an equivalent gain. Scarcity is about availability. Scarcity works partly because it triggers loss aversion.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is loss aversion?
It is the tendency to prefer avoiding losses over gains.
Why is loss aversion important?
It influences glossaryDecision MakingDecision making is the process of selecting the best course of action from available options based on information, goals, and constraints.Open glossary term and glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term.
How is it used in UX?
Through messaging that highlights potential loss.
What is the risk?
It can feel manipulative if overused.
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