In short
Avoidance is the motivation to act in order to prevent something negative from happening, such as losing progress, status or an opportunity. In Yu-kai Chou's Octalysis framework it is the core drive called Loss and Avoidance. It is a design drive, not a bias.
Why it matters for apps
Avoidance gets users to act now. It is powerful for re-engagement, but it is a black hat drive, so it can create stress when overused.
- Avoidance vs loss aversion: Loss aversion is the cognitive bias that losses feel stronger than equal gains. Avoidance is the design drive that applies it, through features that put something at stake.
- Protect real value: Users should fear losing something they care about, such as progress or a status they earned.
- Offer a safety net: Features like a streak freeze keep the drive without punishing a single missed day.
- Common mistake: Leaning on fear as the main reason to return. Users who stay only to avoid loss often churn once they break the chain.
Industry examples
Duolingo users practice to avoid losing their streak, and the Streak Freeze softens that pressure for a missed day.
A banking app reminds users that their monthly bonus challenge ends in two days and their progress will not carry over (hypothetical).
Build it with StriveCloud
In StriveCloud, time-limited challenges with end dates and leaderboards that close at the end of a period put progress at stake. Push notifications and mailing remind users before a challenge or period ends, and segments target only the users who are close to losing out.
Want to try this? See the Duolingo playbook
Frequently asked questions
What is the difference between avoidance and loss aversion?
Loss aversion is the bias that losses hurt more than equal gains. Avoidance is the Octalysis drive that designs features around that bias.
Is avoidance a good motivator in apps?
It works for short-term action and re-engagement. Used too much, it creates stress, so pair it with positive drives like accomplishment.
What are examples of avoidance in apps?
Streaks that reset, challenges that expire, seasonal rankings that close and limited offers that end all use the avoidance drive.