WHY WE BUY: THE OMISSION BIAS

Summary from the TLDR Founders newsletter

People judge harmful actions more harshly than harmful inactions - this is known as the “Omission Bias.” Buying feels riskier than not buying because action carries blame if it backfires. Amazon and others flip that bias by showing the cost of doing nothing. When inaction feels like “the bad decision” - whether it's a higher cart price, lost ROI, or missed deal - spending suddenly feels like the safer move.