Analysis: Zombies, Barbarians And Loss Aversion

Psychologist and gamer Jamie Madigan explains the subtleties of "loss aversion" -- and why the way a message is framed can lead to big changes in what gamers are willing to pay for.

Jamie Madigan: "How can publishers get more people to buy an Xbox Live Arcade or Playstation Network game after trying the trial version? And how can MMOs get wayward customers to resubscribe? Let me glue on my goatee and practice my maniacal laugh a few times, and then I'll tell you my ideas."

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