The Power of Loss Aversion in UX: Why the Fear of Losing Drives User Behaviour

If you were to enter a prize draw, would you go for a guaranteed take of £900 or a 90% chance at winning £1000 (with a 10% chance of winning nothing)? Most people would choose the first option, opting for a guaranteed win rather than risking it all for a chance at more (even when the odds of losing are […]