MotivationM7
Loss Aversion
The pain from losses is more powerful than the pleasure from gains.
Strategy card · Desire24 Pathways
The research
Consumers were either asked to build up a pizza by adding toppings like pepperoni and mushrooms, or to scale down from a fully-loaded pizza with all toppings. Consumers assigned the fully-loaded pizza ordered more expensive pizzas since they didn't want to lose their toppings.
Levin; et al. (2002). A Tale of Two Pizzas
Losses loom larger than gains.
Thought starters
Frame benefits as losses that people will give up
Give people an idea of what it might be like to enjoy the benefits
Show the immediate losses that the individual will incur
Combine with (O2) Endowment effect.