People fear loss more than they desire to gain.
This principle influences decisions every day, both personally and professionally.
When faced with a choice, the dread of loss is twice as powerful as the allure of gain.
Imagine standing at the edge of a cliff.
The fear of falling grips you tighter than the excitement of the view.
Marketers and negotiators use this to their advantage.
They frame offers to emphasize avoiding loss, not just gaining benefits.
“Secure your investment” sounds safer than “earn more profit.”
Understand this, and you hold a key to persuasive power.