Why Fear Sells Better Than Hope
Why fear of losing works harder than the promise of gain, and how to use it without crossing the line.
There’s a bias we' can’t escape. Behavioral economists Daniel Kahneman and Amos Tversky proved what we all feel instinctively: people hate losing more than they love winning.
It’s called loss aversion. And it explains why:
We’ll go out of our way to avoid a fee, even if it costs us more time.
We click on “Don’t miss out” emails faster than “Here’s a deal.”
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