THE FEAR-AVOIDANCE MODEL: WHY BUYERS FREEZE AT "BUY NOW"

Summary from the TLDR Founders newsletter

Even savvy buyers with compelling products freeze at checkout buttons after one bad purchase experience. Research shows fear of pain creates stronger avoidance than actual pain itself. One company breaks this psychological loop with $1 trials instead of free ones - customers cross the payment barrier while risking almost nothing, then sunk cost bias drives engagement.