“They will feel better about what happened if they manage to
frame the outcome in terms of how much money they kept rather
than how much they lost.”
“Let’s reframe the problem by changing the reference point.
Imagine we did not own it; how much would we think it is worth?”
“Charge the loss to your mental account of ‘general revenue’—
you will feel better!”
“They ask you to check the box to opt out of their mailing list.
Their list would shrink if they asked you to check a box to opt in!”