Our minds show an illogical preference for options that claim to have no risk, even if this were not true, this is called Zero Risk Bias. We crave the certainty of the outcome when making decisions. This cognitive bias or psychological bias is applied in content marketing strategies.
You may have noticed how businesses often offer full money-back guarantees to customers. These are used to entice customers into making a purchase by playing into their zero-risk bias. A customer who may otherwise have been tentative or unsure about buying a product is more likely to spend when money-back is assured. It just seems risky!
This is also why our minds are easily persuaded to buy products advertised as sugar-free or caffeine-free. We prefer these to healthier options simply because they appear to guarantee the low-risk factor. Marketers can utilize this tendency to promote the risk-free nature of their products or services and thereby influence audience choices. Prominently displaying a return/refund policy on the app or website is also a step towards creating zero risk.