How common is Loss Aversion in video ads?

Loss Aversion appears in 23% of the 172+ video ads decoded by Heista. It is most common in CBD & Wellness ads (100%).

Which hooks trigger Loss Aversion?

The hooks most commonly associated with Loss Aversion are Data point start, Contradiction hook, Story start. These hooks activate the loss aversion mechanism as their primary psychological driver.

Psychological Mission / 23% of ads

Loss Aversion in Advertising

Frames inaction as losing something valuable. The brain weighs losses 2x heavier than equivalent gains.

Frequency Across All Ads

23%of 172 decoded ads

40 ads activate Loss Aversion

Which Verticals Use It Most

CBD & Wellness100%

Other100%

Jewelry & Accessories100%

Kids & Parenting100%

Finance & Fintech75%

Cleaning & Household50%

Education & Courses50%

Home & Living45%

Which Hooks Trigger This Mission

From hookPsychCross data: hooks most associated with Loss Aversion activation.

Data point start5 ads

Contradiction hook5 ads

Story start4 ads

Challenge intro4 ads

Contrast setup3 ads

Process teaser3 ads

See all hook types and their psychology →

Related Missions

Curiosity Gap Novelty Reward Emotional Spike Identity Confirmation Status Assertion

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Frequently Asked Questions

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Why Ads Work

All 16 psychological missions ranked by frequency.

Ad Hooks

Hook types that trigger this psychology.

Psychology Glossary

Academic definition of Loss Aversion.

Ad Formulas

Full ad structures that deploy psychological missions.

Ad Decoder

See Loss Aversion in a decoded ad.

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