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What is Need for Certainty ?
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This need for certainty comes from the fact that our brain likes to know what is going on and feel in control of its interactions by recognising patterns. Indeed, feeling more certain about the world around us, as though we understand something correctly and can therefore predict what will happen, leads to positive feelings of control and security.

Moreover, when the craving for certainty is met, there is a sensation of reward. The ability to predict something and then obtain data that meets those predictions results in a positive feeling. That’s why some people enjoy the accomplishments they feel by cleaning their house, organising their files, solving problems, and so on: it gives them a positive feeling of certainty.

 

Benjamin Ligier

by Benjamin Ligier

Benjamin is CRO Expert at Convertize, based in London. Passionate about design and webmarketing, he started out working in email marketing and then specialised in Conversion Rate Optimisation (CRO).