Loss Aversion User Experience (UX) topic overview/definition


Loss Aversion: Concept Definition

Loss aversion can be described simply as the idea that we are more averse to losing something than we are excited about gaining something of equal value. That means when we make decision we are more likely to make a decision to avoid a loss rather than to pursue a gain. This contradicts traditional economic theory which assumes that we will always make rational decisions.

For your convenience, we’ve collected all UX literature that deals with Loss Aversion. Here’s the full list: