We don’t like uncertainty. It affects our lives in many ways, and especially as customers. Consider the fact that we buy insurance. We purchase peace of mind that we are covered if something unlikely (and terrible) happens. Likewise, we buy Powerball tickets in the improbable event that we will win.
In other words, we are terrible at estimating the probability of unlikely events, for good or ill. This episode of The Intuitive Customer explores why that is at a psychological level and what you can do about it in your Customer Experience Design.