Tactic 47 of 99
The Loss Frame
People fight harder to keep $100/€100 than to win $100/€100.
What it is
Losses hurt roughly twice as much as equal gains feel good. Kahneman and Tversky called it loss aversion. So “don’t lose $200/€200” moves people far more than “save $200/€200,” even though it’s the same money.
Spot it
“Don’t miss out.” “You’ll lose your discount.” “You’re throwing money away.” The threat of losing something you never actually had.
Counter it
Flip it into a gain. “Would I pay $/€X to get this?” If the answer is no, you’re not losing anything by passing.