Pseudocertainty effect

The tendency to make risk-averse choices if the expected outcome is positive, but make risk-seeking choices to avoid negative outcomes.

If you’re selling through positive emotion, avoid the slightest odor of risk. If, on the other hand, you’re selling through negative emotion (anger, fear, pain), then you can heighten the risk factor. In some cases, this means that you can justify a higher price if you are selling a product or service by means of negative emotional persuasion.