Would a Customer Sometimes Pay More to Avoid Making a Mistake?
Confidence can have a price.
Two products appear similar. One costs slightly more but includes easier returns, better support, and stronger reviews.
The hidden mechanism is error avoidance. People often evaluate not only what they gain from a purchase but also what problems they might avoid.
Decision-making frequently involves reducing downside risk rather than maximizing upside potential.
Many purchases are not attempts to buy something better. They are attempts to buy fewer regrets.
