How Can Loss of Version Be Used to Marketing?

Loss of version is the idea that we're versed to losses. It was famously studied by Kahneman and Tversky in their work on prospect theory, which eventually won them a Nobel Prize. They didn't explain how loss of version could be applied to marketing. We feel loss is twice as powerful as gains, powerfully as gains. People are more motivated to avoid the pain of loss than they are to achieve the pleasure of gain.