'Fear of losing.'
We fear loss more than we gain.
Emotionally, a loss 'weighs' about twice that of similar gain.
That's why if you want to convince someone about something, don't focus on the advantages, instead highlight how it help them to overcome disadvantages.
Fear of losing something motivates people more than the possible gain of an equal amount.
Example- If you are selling an electric hose gadget to a customer, you must highlight how much money they will lose without the gadget rather telling them how much money they would save having the gadget.
This is natural and we can't deny it.
Evil is more powerful than good. We are more sensitive to negative than positive change.
We remember bad behavior longer than a good gesture.
In short, for us, an unrealized loss isn't as painful as a realized one.
We fear loss more than we gain.
Emotionally, a loss 'weighs' about twice that of similar gain.
That's why if you want to convince someone about something, don't focus on the advantages, instead highlight how it help them to overcome disadvantages.
Fear of losing something motivates people more than the possible gain of an equal amount.
Example- If you are selling an electric hose gadget to a customer, you must highlight how much money they will lose without the gadget rather telling them how much money they would save having the gadget.
This is natural and we can't deny it.
Evil is more powerful than good. We are more sensitive to negative than positive change.
We remember bad behavior longer than a good gesture.
In short, for us, an unrealized loss isn't as painful as a realized one.
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