This bias is a major characteristic that will explain human behavior when making decisions. It is the fact of preferring to avoid losses, rather than to gain equivalent gains. The pain of loss is felt more intensely than the equivalent pleasure of gain. For moderate stakes, one would be twice as sensitive to the loss as to a gain of the same value. This may entail certain risks for users. For example, in the context of 'free trials', the loss aversion bias will make us more likely to agree to pay to avoid losing access to a service or product.