How common is Loss Aversion in video ads?

Loss Aversion appears in 21% of the 582+ video ads decoded by Heista. Frequency varies by vertical.

Which hooks trigger Loss Aversion?

The hooks most commonly associated with Loss Aversion are Curiosity spike, Contradiction hook, Open loop statement. These hooks activate the loss aversion mechanism as their primary psychological driver.

Psychological Mission / 21% 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

21%of 582 decoded ads

121 ads activate Loss Aversion

Which Hooks Trigger This Mission

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

Curiosity spike20 ads

Contradiction hook15 ads

Open loop statement11 ads

Direct question hook11 ads

Provocation10 ads

Contrast setup8 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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