Humans feel losses stronger than they feel equivalent gains, which is called loss aversion. For example, finding $20 feels good, but losing $20 feels very bad. Because of loss aversion, we avoid taking actions that would make us feel like we have lost or are going to lose something.
To encourage someone to do or continue something, show what they would lose by not doing it.
Some reservation processes use this tactic if you start to navigate away from their webpage, using language like “don’t lose your rate.”
Note: The person already has to feel ownership over something they could lose. Telling them what they would not gain (or would lose out on gaining) doesn’t have the same effect.
