Message structure that communicates the cost of not acting instead of the benefit of acting, based on the behavioral principle that humans feel losses twice as
Confidence levelHigh
Type of evidenceSecondary + Primary
StatusValidated
TopicNeuromarketing y Diseño Conductual
Definition
Message structure that communicates the cost of not acting instead of the benefit of acting, based on the behavioral principle that humans feel losses twice as intensely as equivalent gains (Kahneman & Tversky, 1979).