Reliability
Users often overestimate reliable alternatives in terms of profit. A person is more likely to want to take a smaller but guaranteed win than to take the chance to win big. At the same time, with losses, everything is the opposite. Users tend to take more risks in order not to suffer even greater losses.
To convince a customer to take the desired action, you need to exploit this bias. Users would rather accept a small but guaranteed reward than take a risk for a significant prize. For example, you can offer a user a 15% discount on another of the product. This is much more attractive than holding a raffle for $2,000. The prize is attractive, but from the users' point of view, it is unlikely.
Trustworthiness is a bias that explains why users remain loyal to a product they already know. They don’t want to take risks by using something new, preferring to use tools that have already been tested.
Isolation effect
This term refers to a person's tendency to ignore any elements that are france customer email list common to both options and to focus on the differences between them. The point is that remembering all the details of each option creates an excessively high cognitive load, so focusing on all the nuances does not make sense.
Eliminating common components reduces the difficulty of comparing different alternatives. However, this approach leads to illogical decisions. Everything depends on how the alternatives were presented.
Tversky and Kahneman conducted their experiments based on the Allais paradox. They offered subjects two pairs of choices. At the beginning of the experiment, each respondent received a certain amount. Then they had to make a choice in two scenarios: