M7
Loss aversion
The pain from losses is more powerful than the pleasure from gains.
![](https://cdn.prod.website-files.com/5fe67d7463678b5632a2c102/5ff6dbf8fa709083a5955fbc_P28%20-%20Image1.jpg)
» 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