Loss Aversion

From Influence by Robert B. Cialdini — Chapter 6

The Framework

People are more motivated by the thought of losing something than by the thought of gaining something of equal value.

How It Works

Loss Aversion provides a structured approach to understanding Certainty Effect, Competition for Scarce Resources, Framing Effects as presented in Chapter 6 of Influence.

Related Concepts

Concepts explored in the same chapter:

• Certainty Effect
• Competition for Scarce Resources
• Framing Effects
• Grand Slam Offer
• Loss Aversion
• Negotiation
• Pricing Psychology
• Prospect Theory

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📚 From Influence by Robert B. Cialdini