The 2nd type of motivation (moving
away from something) is originated primarily from a basic behavior, we call it:
loss aversion
-
People HATE to lose more than
they love to gain/acquire
Studies show that:
-
The magnitude of the feeling
of losing or threat of losing a certain thing is twice as strong as the feeling
of gaining/acquiring it
-
We are more likely to notice
threats and respond faster to it than opportunities
The basic
clearest explanation of this is the bond we create over time with the stuff we
own, whether they are tangible, intangible, soulless or living. We even hate to
replace an old, torn toy with an identical one; they don't just feel the same
That's why (Risk Removal) is very important
kind of service (refund, payback, guarantees) \ stand-alone business
(insurance), because it satisfies a basic human need
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