Exchange Sum: BPY=Pc[Cl+Cr](VF[Ap+Ex]>CF[Rc+Ef])
One may criticize the exchange sum, claiming that it fails to address how fear motivates people to purchase. After all, some people are prone to move (psychologically) away from a threat as opposed to moving towards an opportunity. Can’t fear be used to drive a “yes”?
On the surface, this seems like a cogent objection, but upon deeper examination it reveals itself as a semantic problem. When people move away from a problem, they are moving towards a solution. The fear, in this instance, only makes the need to move more acute.