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April 2, 2021
Change Aversion and Uncertainty

Change aversion is due to uncertainty.

We have a tough time going to what we can’t imagine.

  • Reviews of a service.
    • Reviews of an individual provider.
  • A video tour.
  • A personal interview.
  • A moneyback guarantee.
  • A free trial.

Each of these things provides a signal to the trustworthiness of the product or service.

If the goal is to convince new members to sign up, it would be worth using one or more of these tactics.

If the goal is to motivate a friend to a new behavior we could describe it as:

  • Temporary
  • A small step
  • Paired with something they already like
  • What others are already doing
  • Low cost (time or money)

You can see the parallels.

 

THE PRINCIPLES ARE THE SAME, THE WAY THEY PLAY OUT MIGHT DIFFER DEPENDING ON YOUR AUDIENCE.