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Loss Aversion
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A cognitive bias that describes why the pain of losing is psychologically twice as powerful as the pleasure of gaining.
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Introduction
People are hardwired to avoid losses.
This is partly because the feeling of losing is 2x more powerful than that of winning.
Loss aversion in UX
In UX, this can manifest in many ways.
For example, after entering personal information into a form, the user may be nervous about clicking the 'back' button in their browser.
Their aversion to loss in this example, is losing the data they've entered, and therefore their progress.
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Potential impacts
Churn
Conversion rates
- People may be hesitant to make large commitments (i.e., signing up to an annual plan, if they're not sure that they'll get value from it).
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"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Unlock this article instantly with Built for Mars Premium
Subscribe to BFM+
If features can be coded in minutes, thoughtful design is what wins
- Unlock the entire library
- Create custom UX courses
- Access our AI tools
£12 per monthbilled annually
or, wait for the free stuff
Join the free newsletter
Get the free content when it's released, straight to your inbox, no account required
"An exceptional resource for learning how to build habit-forming products that people love."
"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."
"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."
"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."
Written by Peter Ramsey
Published
Last edited
