Scientific Definition
Describing a choice in terms of potential losses to trigger loss aversion.
Plain-English Definition
Describing a choice in terms of potential losses to trigger loss aversion.
Feynman Explanation
'Don't lose $100' moves people; '$100 if you do' barely registers.
Core Principle
Describing a choice in terms of potential losses to trigger loss aversion.
Mechanisms
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Inputs (Triggers)
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Outputs (Behaviors)
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Behavioral Signature
'Don't lose $100' moves people; '$100 if you do' barely registers.
Examples
- 'You'll forfeit your streak' outperforms 'keep your streak.'
- Renewal copy framed as loss converts higher than upsell framed as gain.
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Famous Experiments
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Design Principles
- Match the frame to the actual stakes; don't manufacture loss to manipulate.
Measurement Approaches
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Evidence
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The Perverse Incentive Lens™
How this behavior is exploited — and how to redesign around it.
- Match the frame to the actual stakes; don't manufacture loss to manipulate.
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Interactive Mini Network
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Knowledge Graph Neighbors
Auto-linked to the rest of the Human Behavior Taxonomy by family, domain, dimension, and shared keywords.
Preference for certain outcomes over uncertain ones of equal expected value.
Clear ownership of outcomes, not just tasks.
Asymmetric information attracts the worst counterparties.
We defer to perceived expertise, rank, or uniform.
Vastness that exceeds existing schemas dissolves the self briefly.
Negative feedback returns a system toward a target.
Membership in a group is a baseline human need.
Individually rational choices that produce a collectively bad outcome.
We seek tasks where we feel effective and improving.
Competing loyalties that compromise judgment.
Value is judged against whatever sits next to it.
Outcomes depend on aligning choices, not on who 'wins.'