The idea of loss aversion is that:

people always hate to lose.
losses result when people dislike a product.
a loss has a larger psychological impact than an equally-large gain.
as more and more of a good is consumed, the value of an additional unit declines.

You are trying to market a product to someone for whom the benefits of the product are roughly equal to the costs. The research in cognitive psychology on which behavioral economics is based suggest that you will increase you chances of making the sale if you can successfully present the:

benefit as many separate benefits but present the cost as one cost.
cost as many separate costs but present the benefit as one benefit.
benefit as many separate benefits and also present the cost as many separate costs.
benefit as one benefit and the cost as one cost.

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