Loss aversion - hvorfor vi vil ha mer når vi vet det blir værre

Her kommer enda en liten smakebit fra en rapport som vi forfattet for noen uker siden.

Denne gangen er det en beskrivelse av Barry Schwartz (enda mer fra go'boka) sitt prinsipp Loss Aversion.

(også på engelsk, men det kan også være vakkert til tider :o)

Finally we would like to make a point on Loss aversion as described in The paradox of choice by Barry Schwartz. In his book Schwartz claims that if you ask consumers to decide if they want the same product with fewer or more features they would always go for the product with more features. Even though they know they will never need all the features and that the complexity of the added features will complicate the usage of the product.

The reason then for consumers choosing the more feature-rich product is that their feeling of loss of features is felt stronger then their feeling of gain by having fewer features. Which is to say that when you know the product is available with more features the loss of not choosing the added options will be felt stronger than the gain you would feel by having fewer choices. This theory has been used by many businesses even in software design, and it is only natural to transfer it to the analysis of user responses to how they feel about the amount of alternatives on a webpage.

In usability tests they would tell you they want it all – but in reality more choices on a webpage only confuses, paralyzes and turns off a customer. The fewer choices available to the customer the more motivated and satisfied they will be with the choices they make.