How Loss Aversion Changes Marketing Decisions

Marketing Psychology with Fexingo: Behavioral Triggers, Persuasion, and Consumer Behavior · Jul 27, 2026 · 7m · transcript

This episode unpacks loss aversion, the behavioral principle that losing something hurts about twice as much as gaining the same thing feels good. Marketing psychologist Lucas and co-host Luna dissect a real A/B test from a SaaS company called Planly, which boosted annual subscription conversions by 25% simply by rephrasing from 'Save 20% on annual' to 'Stop losing 20% by paying monthly.' We explore the origins of loss aversion in Kahneman and Tversky's prospect theory, how it powers everything from free trial deadlines to loyalty programs, and when it can backfire if…