Loss Aversion

Dr Peter Hughes
By
Psychology Corner
More Marketing Psychology

Loss aversion: Why losses weigh so much more than gains

We all love it when we win. 

But when we lose out on something? The emotions almost always feel stronger (and a lot worse).

Multiple positive experiences are always needed to counteract a negative one. We strive to avoid losing far more than we aim to gain - and you can leverage this powerful bias within your own marketing strategies, if you know how….


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Dr Peter Hughes
byDr Peter Hughes
September 4, 2024

Dr Peter Hughes is one of Cognition’s Co-Founders, and is also a key member of our Scientific Board. As a philosopher and a member of the British Psychological Society, Peter is an expert in human behaviour, and he uses this expertise to help businesses to truly understand and connect with their audiences. He has featured on the BBC, ABC Australia, numerous podcasts and more than 40 documentaries, has published two books and writes for publications including The Spectator and The Huffington Post.

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