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Losing is twice as painful as winning is pleasurable

Some loss aversion studies suggest that losing something of value is twice as painful as gaining something of equal value is pleasurable. How does this impact sales and marketing? This is seen in things like free trials and coupons soon to expire. That’s why a software free trial seeks to get you using the product to its full capacity as soon as possible. The idea is to get the uses and benefits of that product fully ingrained in your behavior so that allowing the free trial to lapse without renewal would feel like a painful loss.


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