How to Be Persuasive by Google's Group Product Manager
The Product Podcast
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The Fourfold Pattern
People like gambling, they're willing to buy lottery tickets. They like dreaming about the possibility of a positive outcome. On the opposite end of the spectrum, people would much rather have a certain thing which was slightly less good. So when you combine these two things, our loss aversion and our sort of waiting of the desirability of risk, you arrive at a pattern which Kahneman calls the fourfold pattern.
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