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Money omission

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Money omission is a cognitive bias where people tend to overlook the impact of money in a decision-making process. This bias can lead individuals to undervalue or ignore the financial costs of a decision, leading to poor financial outcomes. It can also lead to an overemphasis on other factors, such as emotions or preferences, that may not align with the actual financial reality. Understanding the impact of money omission can help individuals make more informed choices and improve their financial decision-making.

Table of contents:
  1. What is the Money Omission Cognitive Bias?
  2. How to Implement the Money Omission Bias on Your Website
    1. Use Loss Aversion in Your Messaging
    2. Create Urgency or Scarcity
    3. Highlight Potential Losses
  3. Conclusion

Sure! Here's a blog post about the Money Omission cognitive bias, written in plain language to help marketeers, software developers, and UI/UX designers understand and implement it on their websites.

The Money Omission Cognitive Bias: Leveraging Loss Aversion for Higher Conversions

As a marketer, developer, or designer, you want to create a website that converts visitors into customers. To do that, you need to understand the psychology behind why people make the decisions they do.

One cognitive bias that you can use to your advantage is the Money Omission bias. This bias is rooted in people's tendency to avoid losses more than they seek gains. By leveraging loss aversion, you can design your website in a way that encourages visitors to take action.

What is the Money Omission Cognitive Bias?

The Money Omission cognitive bias refers to people's preference for avoiding losses over acquiring gains. This means that people are more likely to take action or make a purchase if they perceive the risk of losing something as greater than the potential gain.

For example, let's say you offer a $20 discount on a product. While this may seem like a good deal, it may not be enough to convince someone to make a purchase. However, if you frame the offer differently and say, "If you don't buy this product, you'll miss out on $20 in savings," people are more likely to take action because they feel like they'll be losing something if they don't act.

How to Implement the Money Omission Bias on Your Website

There are a few ways you can implement the Money Omission bias on your website to encourage visitors to take action and convert.

Use Loss Aversion in Your Messaging

When crafting your messaging, use language that emphasizes the potential loss if someone doesn't take action. This can include highlighting what someone will miss out on, the potential consequences of not acting (e.g. missing out on a limited-time offer), or what they stand to lose.

For example, instead of saying "Subscribe to our newsletter," you could say "Don't miss out on the latest news and exclusive offers. Subscribe to our newsletter today."

Create Urgency or Scarcity

Creating a sense of urgency or scarcity can also tap into people's loss aversion. If people feel like they may miss out on something, they're more likely to take action to avoid losing out.

Some ways you can create urgency or scarcity include:

  • Using limited-time offers, such as a flash sale or a discount that expires soon
  • Displaying stock levels or how many items are left in stock
  • Offering a bonus or exclusive content for people who take action within a certain timeframe

Highlight Potential Losses

Another way to leverage the Money Omission bias is to highlight potential losses in your design. For example, if you offer a free trial, you could show the length of the trial and a countdown timer that reminds people when the trial will end. This reminds people of what they stand to lose if they don't act.

Similarly, you could use a progress bar to show visitors how far they are from completing a certain action. This can encourage people to keep going so they don't miss out on completing the action and potentially losing what they've already invested.


The Money Omission cognitive bias is a powerful tool that you can use to encourage visitors to take action on your website. By emphasizing potential losses and leveraging loss aversion, you can create messaging, urgency, and scarcity that motivates people to convert. Implementing the Money Omission bias in your website design can help you achieve higher conversion rates and drive more revenue.

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