Increase value

Loss Aversion

Always be on the winning side.

Hand-drawn tilted balance scale on a pink stand with a low pan labeled “Loss” and a high pan labeled “Gain”.

How it works

Losses are weighted higher than gains. People are more annoyed about the loss of, say, 5 euros than they are happy about the gain of 5 euros.

When to use it

Use the effect if you want users to consider your product as especially valuable and be willing to pay more for it.

Online examples from practice

Losses

Make sure that your visitors do not suffer any losses or disadvantages.

  • Point out that an item is not available forever.
  • Check the shopping cart to see whether and for how long an item is reserved.
  • Send e-mails with information about expiring offers.
Online shop header with wish list and shopping cart counters and a pop-up reading Fast ausverkauft, showing a black ankle boot and a clock icon.
aboutyou.de
PAYBACK newsletter opened in an email client, headline about expiring coupons, with a blue cartoon character watching coupons and points fall into a dark hole.

All 80 triggers as a printed card set

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