"The **fear of losing something motivates people more than the prospect of gaining something** of equal value. Suppose your business is home insulation. The **most effective way of encouraging customers to purchase your product is to tell them how much money they are losing without insulation** – as opposed to how much money they would save with it, even though the amount is exactly the same." -- --- **Tags** — [[quotes]], [[marketing]], [[advertising]], [[sales]], [[loss-aversion]], [[house-money-effect]], [[endowment-effect]], [[social-loafing]], [[default-effect]], [[sunk-cost-fallacy]], [[framing]], [[affect-heuristic]] **Source** — [[202308101525 — B — The Art of Thinking Clearly]]