Study Challenges Fear-Based Sales Pitch, Finds 31% Recall Gain
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Waltham, Mass. – September 18, 2026 -- Sales messages that tell B2B technology buyers they control a positive outcome hold attention 31% longer and produce 31% better recall than fear-based pitches, according to new neuroscience research from Allego, Inc. that challenges a nearly 50-year-old sales doctrine.
The study, conducted with cognitive neuroscientist Dr. Carmen Simon of Enhancive, tests the real-world application of Prospect Theory, the 1979 model by Daniel Kahneman and Amos Tversky holding that fear of loss motivates buyers more than potential gain. Kahneman won the 2002 Nobel Memorial Prize in Economics partly for that work.