Research. Consumers were either asked to build up a pizza by adding toppings, like pepperoni and mushrooms, or to scale down from a fully-loaded pizza with all toppings.Consumers that were assigned the fully-loaded pizza ordered more expensive pizzas since they didn’t want to lose their toppings.
Levin; et al. (2002), A Tale of Two Pizzas
“Losses loom larger than gains.”
Pairing. Combine with (O2) Endowment effect.
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Thought starters.
» Frame benefits as losses that people will give up » Give people an idea of what it might be like to enjoy the benefits » Show the immediate losses that the individual with incur
