To choose one of the following options
Posted: Wed Jan 22, 2025 10:46 am
Pair 1: Respondents received $100 and had to choose one of the following options:
A: There is a 50% chance of winning 100 USD and a 50% chance of winning nothing.
B: Opportunity to get a guaranteed 50 USD.
Pair 2: Respondents received $200 and had
C: The chance of losing 100 USD with a probability of 50%, and with the same probability of losing nothing.
D: Possibility of guaranteed loss of 50 USD.
The initial amount of money in each scenario is different. However, in fact, they are the same. If respondents had chosen options B and D, the amount of money they would have received would have been identical. However, in both options, the study participants made different decisions. The absolute majority of respondents preferred options B and C.
When developing content to influence users to make the choice you want, you should consider how it is presented to the audience. Users will respond worse to a message presented in a negative way than to options with france customer email list a positive connotation.
A simple example: would you rather use a product with 95% positive reviews, or one with 5% complaints? Obviously, the second option is worded negatively. Therefore, it forces users to perceive it in the context of a possible loss.
It is important to understand how the offering is presented to help users see common components that can be ignored in favor of focusing on the main differences. For example, you can offer users a product configurator rather than a number of alternatives to choose from. When users see all the alternatives, this may force them to make a different decision than if they were given a few choices and then allowed to adjust their own features. However, this approach can overwhelm them and discourage them from purchasing your product.
A: There is a 50% chance of winning 100 USD and a 50% chance of winning nothing.
B: Opportunity to get a guaranteed 50 USD.
Pair 2: Respondents received $200 and had
C: The chance of losing 100 USD with a probability of 50%, and with the same probability of losing nothing.
D: Possibility of guaranteed loss of 50 USD.
The initial amount of money in each scenario is different. However, in fact, they are the same. If respondents had chosen options B and D, the amount of money they would have received would have been identical. However, in both options, the study participants made different decisions. The absolute majority of respondents preferred options B and C.
When developing content to influence users to make the choice you want, you should consider how it is presented to the audience. Users will respond worse to a message presented in a negative way than to options with france customer email list a positive connotation.
A simple example: would you rather use a product with 95% positive reviews, or one with 5% complaints? Obviously, the second option is worded negatively. Therefore, it forces users to perceive it in the context of a possible loss.
It is important to understand how the offering is presented to help users see common components that can be ignored in favor of focusing on the main differences. For example, you can offer users a product configurator rather than a number of alternatives to choose from. When users see all the alternatives, this may force them to make a different decision than if they were given a few choices and then allowed to adjust their own features. However, this approach can overwhelm them and discourage them from purchasing your product.