Pop psychology culture says focus on the positive. But if you
do, you’re missing out on huge persuasive power. In Yes: 50
secrets from the science of persuasion Robert Cialdini and his
co-authors explore the concept of “loss aversion“. Loss aversion
means that most people would rather avoid a loss than receive a
benefit. You can use the power of loss aversion by thinking
carefully about how you frame your messages. This was
demonstrated by researchers from the University of California.
They told one group of homeowners that they could save 50 cents
a day by carrying out energy efficiency improvements in their
home. They told a second group of homeowners that they would
continue to lose 50 cents a day if they did nothing. The second
group were 300% more likely to carry out the improvements. How
can you use the psychology of loss aversion to persuade your
audience: 1. Frame benefits in terms of loss Let’s say you’re
presenting to the senior management team of your organisation on
the need to implement a new sof