Bad is Stronger than Good

Bad is Stronger than Good

Baumeisster, Bratslavsky, Vohs, Finkenauuer. 2001. (View Paper → )

The greater power of bad events over good ones is found in everyday events, major life events (e.g., trauma), close relationship outcomes, social network patterns, interpersonal interactions, and learning processes. Bad emotions, bad parents, and bad feedback have more impact than good ones, and bad information is processed more thoroughly than good. The self is more motivated to avoid bad self-definitions than to pursue good ones. Bad impressions and bad stereotypes are quicker to form and more resistant to disconfirmation than good ones. Various explanations such as diagnosticity and salience help explain some findings, but the greater power of bad events is still found

The paper discusses the negativity bias, which gives negative events, emotions, and information more impact than positive ones. This concept is significant for product managers in:

1. Prioritising Customer Pain Points: Negative feedback is often more detailed and passionate, hence valuable. Addressing core customer frustrations can significantly improve satisfaction and retention.
2. UX Design: Even minor user frustrations can greatly impact their experience. Aim for simplicity and seamless user journeys.
3. Positioning: Emphasise how your product solves customer problems and prevents negative experiences. Loss aversion is a powerful tool.
4. Reputation Management: Respond promptly to negative feedback and strive to exceed expectations in resolution.