Loss and scarcity
The pull of what might be missed or lost.
Losing something tends to weigh more heavily than gaining the same thing, which is why scarcity, deadlines, a sense of ownership and the regret people expect to feel can all move a decision. These six principles cover each of them. It’s also the group where the evidence, and the law, need the most care.
Anticipated regret People choose in ways that avoid regret they expect to feel later. Mainly Product, also Cart, Checkout, Post-purchaseMainly here Tested on real shoppers Moderate Endowment effect People value things more once they feel they own them. Mainly Product, also Cart, Post-purchaseMainly here Tested in shopping-like settings Moderate Loss aversion Losing something hurts more than gaining the same thing pleases. Mainly Cart, also Product, CheckoutMainly here Tested on real shoppers Strong Scarcity Limited availability raises perceived value and desire. Mainly Product, also Category, CartMainly here Tested on real shoppers Strong Sunk cost effect Having already put money, and less reliably time or effort, into something, people are more likely to carry on with it. Mainly Checkout, also Product, Cart, Post-purchaseMainly here Tested in shopping-like settings Moderate Urgency (time limits) Deadlines can speed up decisions, and restrictions can signal that a deal is good. Mainly Product, also Homepage, Cart, CheckoutMainly here Tested on real shoppers Contested
No principles match all of that.
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