Few things are more persuasive than fear. With the exception of psychopaths, the most effective way to persuade people is by activating their threat-detection mechanisms. This explains why people are generally more motivated to avoid losing something they perceive they have (e.g., love, health, money) than gaining something they may want to have. “Buy this and you’ll live longer” is generally less effective than “buy this or you’ll die sooner.”
we tend to avoid losing. For example, once we buy a shirt even thou we might not wear it, we find it hard to give it way because we want to avoid losing.