The sunk cost fallacy (also known as loss aversion) refers to the tendency of people to hold on to a decision because money, time or resources have already been invested, even if these investments are irreversible or lost. This way of thinking is based on the fact that people feel losses more strongly than gains.

In neuroweb design, the sunk cost fallacy can cause users to linger on a website even though they are dissatisfied with the experience or cannot achieve the desired goal because they have already invested time and effort in navigating or interacting with the website. This can lead to user frustration and ultimately a poorer user experience.

To minimise the sunk cost fallacy in neuroweb design, designers should ensure that navigation and interaction on the website is simple and intuitive so that users can quickly and easily reach the desired destination. It is also important to integrate feedback on the website so that users know whether they are on the right track and can recognise their progress.

In addition, designers can also offer incentives to motivate users to stay on the website and continue, such as using gamification elements or rewarding users for certain interactions on the website.

Overall, the sunk cost fallacy in neuroweb design can lead to users staying on the website longer, but it can also lead to a poorer user experience. Designers should ensure that the navigation and interaction on the website is simple and intuitive and provide incentives to motivate users and improve the user experience.