Framing messages in terms of gains or losses can influence behavior from "summary" of Magic Words by Jonah Berger
When trying to persuade someone to take a particular action, how you frame your message can make all the difference. People are more likely to respond to messages that emphasize potential gains rather than potential losses. This is because humans are naturally risk-averse and are more motivated to avoid losses than to seek out gains. Consider a scenario where you are trying to encourage people to save money for retirement. If you highlight the gains of saving money, such as the financial security and freedom that comes with a well-funded retirement, people may not feel as compelled to take action. However, if you frame the message in terms of potential losses, such as the regret and hardship of not having enough money saved for retirement, people are more likely to take action to avoid those negative outcomes. This concept of framing messages in terms of gains or losses can be applied to various situations, whether ...
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