Loss Aversion Pattern

Use this pattern to nudge customers into making a circular choice by telling them what they loose if they don’t.

[DARK PATTERN]

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• Pattern description

  The Loss Aversion Pattern is a behavioral design pattern that is used in several patterns across all stages of the customer experience.

  This is regarded as a dark pattern, so please decide for yourself if you want to use it.

  In a maintenance dialogue, the customer is informed about necessary maintenance of his product. He also has the option to snooze the maintenance. In this case, he is informed that his safety and user experience will suffer and that the value of his product will decrease.

  Research has shown, that the pain of losing value is psychologically twice as powerful as the pleasure of gaining the same value. So instead of tempting the customer with the benefits of maintenance, informing him about the disadvantages of procrastinated maintenance might proof more effective.

• Problem to be solved

  Nobody wants to do maintenance.

• Circular benefits

  Nudging customers into doing maintenance preserves the performance of products and extends their lifetime.

Use for free – pay with feedback! Do you like this pattern? Do you have a better solution or know a good implementation of this circular usecase? Let us and the community know.