Prospect theory is a concept describing a process by which people make financial, purchasing, investment, etc. decisions. It assumes that profit and loss are valued differently. More specifically, people are more willing to take risks if the chance of gain is greater than the prospect of loss. According to the founders of this theory – Tversky and Kahneman – people are more likely to experience negative emotions associated with a loss than positive feelings associated with a gain.
It is easy to illustrate with a simple example:
Given a choice of options:
Most people will choose option 1. On the other hand, given a choice:
Most people will choose the second option.
In this theory, we can talk about several phenomena that affect a person’s final decision:
It refers to favoring certain events over highly probable ones. People are more likely to choose options with a certain profit than options with a lower probability but higher profit. This is because people are averse to losing and experiencing it much more severely than success – so they remain in a safe comfort zone. This is also noticeable in the case of loyalty to a particular brand and a bias against other companies whose offerings might prove better.
Make decisions that will minimize losses, even if the chance of their occurrence is negligible.
Also called framing. It involves changing preferences depending on how a given option is presented. People are more likely to focus on the differences rather than the similarities of given options, which is usually easier for them. This leads to different perspectives and influences the final decision.
Also known as the Bandwagon effect – acting or thinking in such a way that it is consistent with another group of people. It is related to the social proof of rightness.
How can you use your knowledge of prospect theory in your business to influence the decision-making of potential consumers? Here are some hints!
Prospect theory is a concept worth knowing, especially if you are an entrepreneur or investor. By learning about the behaviors and emotions that drive people during the buying process, you can elicit the reactions you want from them and create effective pricing strategies. In turn, people who invest in the stock market, for example, can better understand their reactions and make more accurate financial decisions.
Read also: Strategies for Effective Business Meetings
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Author: Martin Sparks
E-commerce enthusiasts which constantly digs around the internet in order to make sure he hasn’t missed any important information on the topic of starting and scaling profitable online stores.
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