（翻译）损失厌恶（Loss Aversion）

问题概述

  对损失的的恐惧比获得同等价值的收益更能刺激我们[2]。

示例

用途

• 用于将决策界定为收益或损失；
• 用于想激励用户继续他们的行为；
• 用于想促使用户开始行动。

解决方案

  在做出决定的关键时刻，将用户的决策界定为收益或损失。
  与确信“仅是”取得收益相比，我们更愿意在确信会有损失时进行风险选择。这类现象可以用前景理论的价值函数来解释。[3]
  价值函数显示人们对小事件反应过度，对中、大型事件反应不足。从价值函数还可以看出，如果用户分别查看绝对值相同的收益和损失，则损失对应的价值比收益更大。

泰勒四原则

  损失厌恶、现状偏好、禀赋效应、公平互惠等概念是由Kahneman和Tversky所说的价值函数来解释。价值函数的中点是用户的参照点，偏离该点即被视为出现损失或收益。凹收益侧和凸损失侧说明了损耗厌恶和敏感度递减的概念。
  10美元和20美元之间的区别要远大于1000美元和1010美元之间的区别，而损失100美元造成的伤害要大于获得100美元带来的快乐。
  1.分割收益，因收益函数是凹形的
  一系列收益得到的感知价值要比将这些收益合到一起得到的感知价值高。把收益分成多份，让用户一直心情愉悦，一系列小成绩好过少数大成功。收益整合在一起，总的感知价值会减少。[4]
  2.整合损失，因损失函数是凸形的
  最好是有什么就说什么。整合损失，会减少总的负面价值，所以当亏损的时候，把损失全暴露出来。[5]
  3.将较小的损失与较大的收益相结合(以抵消损失厌恶)
  将损失与正面感知价值较大的收益结合在一起，这么做很可能会把损失掩盖掉[6]。
  4.从大损失中剥离小收益
  从大损失中剥离小收益，由于收益函数在原点处最陡，该处收益比其它地方的小收益更能减少大损失带来的负面价值。[7]

说明

  亏损带来的不快使我们更加努力地避免损失，而不是冒险争取收益。将收益和损失放在一起，使某些选项更具吸引力。服务不要了会有什么损失？让用户知道注销账号可能会损失什么感知价值。
  当决策的结果不确定时，情绪会影响最终结果。我们将情感作为工具，将复杂的场面简化为启发式或一般经验法则，后两者让人的思维可以走捷径和近似理性思考。恐惧和焦虑使人辨别风险性选择，这就是需要情绪来做理性决定的原因。[8]
  然而，在某些情况下，我们的情绪会盖过理性。比如关于收益和损失涉的风险评估。Kahneman和Tversky发现，在与收益相关的决策中是要避免风险，而在与损失相关的决策中却要追求风险；我们倾向于避免损失而不是获取收益。[9]
  这意味着，我们做的决策与已我们已拥有什么(如财富状况)无关，而是与我们会有收益或损失有关。因此，即使我们的银行账户里有一百万美元，我们仍然不愿损失20美元。

示例：折扣和试用期

  宁愿不要收益，也要避免损失，因此折扣和试用期活动才会大行其道。我们购买打折产品，生怕后面买不到这么便宜的东西。此外，我们更愿意参与免费试用活动，不想先买后用，因为我们告诉自己，免费的东西不花钱。

  然而事实却是，我们花费时间和精力来使用和习惯该产品，当试用期结束时，继续使用的成本被界定为损失而非收益；如果我们不继续使用该产品，则之前花在产品上的所有时间和精力都会浪费掉[10]。

讨论

  损失厌恶现象在经济学中被称为沉没成本陷阱。沉没成本是指已经发生且无法收回的成本。因此，我们不应让沉没成本影响决策，那样并非完全根据决策本身的价值来评估。在理性的世界里，已经产生的成本与将来要花的钱没有任何关系。

  沉没成本对决策影响很大，因为人类天生厌恶损失。厌恶风险及损失就会让沉没成本变得重要，人们不喜欢浪费资源[11]。

示例：延迟注册模式

  延迟注册模式中利用了损失厌恶心理，该模式前期让用户在产品上投入时间和精力，这样当需要用户注册账号时，用户就不愿放弃已经做的内容。用户花费的时间和精力就是沉没成本——但当用户觉得放弃之前的成果比较可惜时，注册一个帐户，这样能够保存之前的成果。[12]
  一旦用户将时间和精力投入到产品中，注册账户的评估价值就会高于提供私人信息并创建另外账户的成本，因为已投入的时间和精力现在认为是一种损失，而不是收益。[13]

原文地址：http://ui-patterns.com/patterns/Loss-aversion

[1]https://baike.baidu.com/item/损失厌恶/2921704?fr=aladdin
[2]原文：Our fear of losing motivates us more than the prospect of gaining something of equal value
[3]原文：We are more willing to select a risky choice when we believe we are about to loose something than if we believe we are “just” gaining. This phenomenon is explained by the value function of prospect theory.
[4]原文：The perceived value of a series of gains as separate entities is greater than the perceived value of them combined. Split goodies up into multiple pieces and use them as bait to keep the user happy. A series of smaller successes is better than a few big ones. As gains are integrated, their combined perceived value diminishes.
[5]原文：You are better off telling it all as it is. As losses are integrated, their combined negative value diminishes – so get it all out while you are at it!
[6]原文：It is possible to “cover up” losses by combining it with a gain that has a larger perceived positive value than the loss is negative.
[7]原文：Segregate small gains from larger losses, as the gain function is steepest at the origin segregating it can bring more value than using a small gain to reduce a large loss.
[8]原文：When the outcomes of a decision are uncertain, emotions play a role in guiding it. Emotions are the tools we use to simplify the world into heuristics, or general rules of thumb, as they allow our brains to take shortcuts and approximate rational thinking. Fear and anxiety detect risky choices, why we need emotions to make rational decisions.
[9]原文：In some cases however, our emotions guide us beyond what is rational. One such situation is our divergent assessment of risk regarding respectively gains and losses. Kahneman and Tversky found that we are risk aversive in decisions regarding gains and risk seeking in decisions regarding losses; we have a tendency to strongly prefer avoiding losses to acquiring gains.
[10]原文：The truth however is that we pay with our time and effort in getting used and accustomed to the product so that when the trial period is over the cost of continuing is framed as a loss instead of a gain; we will loose all the time and effort invested in the product if we don’t continue.
[11]原文：Sunk costs greatly affect our decisions, as we as humans are inherently loss aversive. Being risk and loss aversive is letting sunk costs matter. We do not like “wasting” resources.
[12]原文：The Lazy Registration pattern utilizes loss aversion in that it lets the user invest time and effort into a product so that when time has come to quit, the user is aversive towards loosing what has been built. The time and effort spent is sunk cost – but as we feel awkward about letting it go to waste, we register for an account in order to be able to save our work.
[13]原文：The assessed value of registering for an account become larger than the cost of giving away private information and opening yet another account once time and effort has been put into the product, as it is now is valued as a loss and not a gain.