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Loss aversion 0:32
A 32-second explainer of Loss aversion, narrated over the same demo you can try yourself.
Try the interactive Loss aversion demo
What this video covers
Loss aversion is the way losing something hurts more than gaining the same thing pleases - roughly twice as much. The maths is identical; the feeling is not, which is why "don't lose this" pulls harder than "get this".
It was the same £5 and the same action both times. Framed as a gain it was easy to shrug off; framed as a loss about to expire, it suddenly felt worth doing now. Nothing changed but the wording around the word "lose" - and that did the work.
