How loss aversion overrides rational thinking?

Loss Aversion overrides rational thinking by evoking emotional reaction to enduring losses prompting users to protective action.

Facing potential loses in the future evokes a form of loss aversion called FOMO (fear of missing out) to the same effect.

IMPACT:

Both 1. Closing Registration and 2. Time Counter evoke FOMO on registration opportunity to learn new skills, meet new people, participate in community driving users to register now.

The “99% booked” cue evokes Scarcity for a one-two punch to our automatic, emotion driven decision centre.

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See how this behavioral principle is used to impact your perception and motivation in UX:

• See detailed breakdown with all examples on UserMindful.Design

• See detailed breakdown on Behance

Other Principles:

• Read about Social Proof and see how it influences your decision-making through the behavior and opinions of others.

• Read about Endowment Effect and how it's used to keep you loyal

• Read about Uncertainty and how it stops you from taking action

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Behavior Design: 

As UserMindful.Design we aim to introduce behavioral frameworks, models and methods closer to the UX community in order to support development of ethical, inherently engaging digital products that redefine how people connect, thrive and persevere.

Contact us:  [email protected]

Follow us on Behance

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Disclaimer:

*This material is created for educational and analytical purposes only. UserMindful is not affiliated with, endorsed by, or sponsored by Interaction Design Foundation or its parent company. All logos and trademarks used in this material belong to their respective owners and are included here under fair use for educational purposes. This work is independent and has not been authorized, sponsored, or otherwise approved by Interaction Design Foundation.