Pessimism bias

The tendency for some people, especially those suffering from depression, to overestimate the likelihood of negative things happening to them.

It’s not just depression-prone people who anticipate negative experiences. This is the experience for many people. It’s easier and more physiologically stimulating to expect bad things to happen. You can use this tendency to both understand a user’s pain, and then solve the pain by introducing your product or service. For example, if a user fears that they will be the victim of a home invasion, you should know about this pain. Then, you should solve this pain by allowing your product (home security systems) tƒo meet their emotional need.