Aronson reports the results of an experiment in which people who were asked to insulate their homes were given information either about how much money they would save if they insulated or about how much money they would lose if they didn't insulate. Based on results of this study, if you were trying to sell insulation, you would be wise to:
A) emphasize how much is saved by insulating
B) emphasize how much is lost by not insulating
C) emphasize both savings and losses, based on the halo effect
D) emphasize neither savings or losses since money is not something people are reluctant to discuss

Question

Quizplus · Accepted Answer

Emphasizing how much is lost by not insulating is more effective because people are generally more motivated by the fear of losing something (loss aversion) than by the prospect of gaining something equivalent. This principle is well-documented in behavioral economics and psychology.

Aronson Reports the Results of an Experiment in Which People