Card #52

Ownership Bias

We more highly value goods or services once we feel like we own them.

How might this apply to the Web?

In what ways can people can “take ownership” on your site? In competitive environments, people are more likely to take actions to protect things already in their possession. In some contexts, you can encourage people to provide personal data by associating default values with a person’s online identity. If switching systems is your goal, beware that people may value their current choice more than they should.

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