The influence of this factor is familiar to most buyers. Do you remember how often you have preferred a well-known product to a new one? This is the effect of ambiguity, which is associated with risk aversion.

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

- makes decisions with predictable consequences;
- does not want to try new things;
- does not expect to benefit from the 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 effect of ambiguity is a great motivation to show loyalty to a brand, company or product. That is why many people are reluctant 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 customer and introduce them to the company and its products.

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