December 18

Prospect Theory, Loss Aversion, and A/B Testing

In his book Thinking Fast and Slow, Daniel Kahneman outlines prospect theory and how people have a natural tendency towards loss aversion.

In this video, we will explore how loss aversion can affect your testing program if you aren’t aware of it. We will review how you can estimate how loss averse you are and we will discuss strategies to overcome it.

Testing Theory is where professional testers turn to do better A/B testing and get more conversions.


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