“Extreme Aversion”
What is Extreme Aversion?
The tendency to follow the “middle of the road” and avoid choices that are perceived as extreme.
Business Relevance
Extreme aversion is often leveraged by car companies when they create base mid-range, and premium packages.
Difficulty
Designing a 3 choice option is not always applicable to a specific product or service.
Everyday Application
The choice of doing nothing can be a relevant extreme when positioning a sale. Exploring the risks of inaction coupled with a standard package and a full service package can be an effective application of leveraging the Extreme Aversion during the sales process.
