The idea of loss aversion is
people always hate to lose.
losses result when people dislike a product.
a loss has a larger psychological
impact than an equally-large gain.
as more and more of a good is
consumed, the value of an additional unit
You are trying to market a product to
someone for whom the benefits of the product are roughly
equal to the costs. The research in cognitive psychology
on which behavioral economics is based suggest that you
will increase you chances of making the sale if you can
successfully present the:
benefit as many separate benefits but
present the cost as one cost.
cost as many separate costs but
present the benefit as one benefit.
benefit as many separate benefits and
also present the cost as many separate costs.
benefit as one benefit and the cost as