Evaluating

Negativity Bias

The psychological effect of losses or negative events is significantly stronger than the equivalent gains or positive events. Negative experiences tend to elicit more profound emotional reactions, are processed more thoroughly, and influence our behavior more heavily than positive experiences of the same intensity.

For Example

A person starts the day with great news and receives praise from their boss, leading to a positive and productive morning at work. During their lunch break, they decide to go out for lunch, but accidentally scrape their car while parking. When they get home and are asked about their day, they might respond that it was awful because of the car incident. This illustrates that negative emotions are felt more intensely and tend to overshadow positive experiences, lasting longer and having a greater impact on our overall perception of the day. This phenomenon is known as "negativity bias," where negative events disproportionately influence our emotions and recollections compared to positive ones.

Similar Biases

Loss Aversion

We tend to remember tasks and goals that are not completed.

Discovered
Paul Rozin and Edward Royzman
Introduced
Paul Rozin and Edward Royzman in 2001, Negativity bias, negativity dominance, and contagion
Source
Rozin, P., & Royzman, E. (2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5(4), 296-320.
Authors
No items found.
Experiment One
Experiment Two
Experiment Three
The Evidence

The Impact of Negative Stimuli on Brain Activity: Evidence from Electrical Brain Wave Measurements

In a study, researchers measured the electrical brain waves of 33 participants under three conditions: neutral (viewing images of household objects), positive (viewing images of fun experiences), and negative (viewing images of car accidents). The results indicated that the electrical brain waves were highest when negative images were shown. This finding demonstrates that our brains respond more intensely to negative emotions compared to positive ones, highlighting the strength of negativity bias.

Rebel Discover Course
Source
The Evidence

Rebel Discover Course
Source
The Evidence

Rebel Discover Course
Source
Need
Need
Awareness
Awareness
Consideration
Consideration
Exploration
Exploration
Research
Research
Selection
Selection
Purchase
Purchase
Post-Purchase
Post-Purchase

Affected Problems

Check the problems below the bias can help you fix in customer experience

Features

Price

Time

Experience

Efficiency

These should appear once a challenges is submitted

Let's remove the button below and "still have questions" text

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Question text goes here

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Customer Experience Pillars

Here I need 10 horizontal dots, the ones that empty can't be clicked, others that are lit (blue color) can be clicked and content shows. A small text. Each dot has a name like Recognition, Integrity, expectations etc.

We should have two rows - one for Higher Order Needs and the other one for Lower Order Needs

Challenges

Customer Experience Pillars

Application Touchpoints

Interfaces where it can be applied most efficiently

Instruction for below blog

In the blog below, it would lead to our normal blog, with regular page structure, but once a blog article is published we should have an option to check if it's a bias realted USE CASE. Then it attributes it to this bias and lead the traffic to a generated page which has only posts / USE CASES related to this bias.

Behavioral Blog

Use Cases

Check the use cases to inspire the application of this behavioral bias

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Renascence Advice

When addressing negativity bias in customer engagement, it is crucial to balance its mitigation with potential drawbacks. Recognizing that customers tend to focus more on negative experiences can help improve service recovery and overall satisfaction. However, focusing excessively on avoiding negative feedback can lead to risk aversion and stifled innovation. To manage this effectively, ensure that negative feedback is addressed promptly and constructively while also highlighting positive experiences and successes. This balanced approach helps to foster a positive customer experience and build trust. Additionally, provide clear communication and transparency to prevent misunderstandings and manage expectations. By understanding and addressing negativity bias, businesses can create a more resilient and satisfied customer base.

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