Negativity bias doesn’t just trip us up as individuals. It also hurts our businesses.
What is negativity bias?
We give more weight to negative experiences than to neutral or positive ones.
To top it off, negative experiences stick with us longer. You’re more likely to remember the person who cut you off in traffic this morning than the friendly barista who knows you by name and has your coffee ready for you.
Why do we behave this way?
Evolution makes us do it. Unknown + Caution = Survival.
We’re wired to overestimate threats and underestimate opportunities and resources.
We do it when we hear a loud noise nearby. We do it when we’re called into the boss’ office.
How does this impact your business?
Negative news garners more clicks than feel-good stories. Hence the time-honored adage, “If it bleeds, it leads.” This is why fear-based media is so effective, according to Psychology Today.
This week, Equifax made headlines for a massive data breach that exposed personal information of 143 million consumers — more than four of every 10 Americans. All of them are now potential targets for identity theft.
Social media can also damage your business. It isn’t just for sharing photos of your travels, baby animals acting adorably, or personal and professional accomplishments.
A recent incident involving shoplifting, a knife, and pepper-spray at a store popular with children is a case in point. Word of the incident raced through Facebook and started trending on Twitter. This created a breeding ground for rumors and unfounded allegations, gave voice to strong (if uninformed) opinions, and served to rally protestors.
And we all know the damage to local businesses caused by skewed review sites. That’s because people with gripes are far more likely to post their opinions than those who are pleased.
What should you do?
Don’t let negativity bias damage your business. Don’t waste time complaining, “This is UNFAIR!”
Formulate and deploy a strategy to fix the problem. The faster the better.
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You can reach Roger Gillott and Eden Gillott directly at 310-396-8696.
Gillott Communications is a Los Angeles-based public relations firm that specializes in high-stakes Crisis & Reputation Management with more than 50 years of expertise in strategic communications, corporate public relations, and working with the media.
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