Most buyers are familiar with this factor. Remember how often you have preferred a well-known product to a new one? This is the effect of ambiguity, which is associated with fear of risk.

A person who is exposed to this effect can be characterized as follows:

- makes decisions with foreseeable consequences;
- does not want to try new things;
- does not expect to benefit from risk, wants to get everything at once, but as a result of a safe and predictable choice.

For example, a large number of investors try to keep their investments in government bonds, which they consider safe, even though keeping money in stocks is more profitable.

For buyers, users, and other customers, the ambiguity effect is a great motivation to show loyalty to a brand, company, or product. That's why many people don't want to change their telecommunications service provider or supplier, even if the quality of the service leaves much to be desired.

A way to combat the effect of ambiguity

- Everyone has to take risks: buyers and sellers. Newcomers to the market of goods and services take risks when they try to conquer the market with their startup, and old-timers when they launch a new product line or new services.

- The easiest way to overcome the effect of ambiguity is to use the FAQ section, which covers frequently asked questions. There is always useful information here that will help the buyer and familiarize them with the company and its products.

The main thing is not to inflate the section to an unreasonable size. It is better to cover 2-3 relevant issues than to force customers to scour the site in search of useful and interesting information.