Starbucks, the coffee chain giant, is modifying its rewards program, and the news is full of stories of outraged consumers.
Want to learn about “loss aversion”🧠check out this article from the conversation https://theconversation.com/starbucks-fans-are-steamed-the-psychology-behind-why-changes-to-a-rewards-program-are-stirring-up-anger-even-though-many-will-get-grande-benefits-198361
Loss aversion means people perceive something they lose as a bigger deal than something equivalent they gain.
Cognition & Commerce. 