Defensive errors again cost Albion dear as an improved performance drew the best out of former stopper Chris Kirkland but still failed to gain any points for the bottom placed Baggies.
The former Albion 'keeper kept the visitors at bay time and again with Ishmael Miller finally getting the better of the Latics No.1 before Henri Camara and Emerson Boyce capitalised on defensive errors.
Defeat leaves the Baggies stuck to the bottom of the table four points from safety with Baggies boss Tony Mowbray admitting his troops are disappointed but has guaranteed standards won't slip as Albion hope to get out of trouble.
"All we can do is stick together, keep our standards high, come into training everyday and try and keep the players bright and bubbly," the Baggies boss insisted.
"We need to make sure the work ethic on the training pitch is good and high tempo.
"You can easily sink when you're in the predicament we are.
"Generally, the way to keep the players believing they can come to places like Wigan and win is to keep training at a high tempo and high quality, and practice good habits every day so they can keep producing performances like that.
"If you let training slip and everything about it is a bit shoddy then you will get shoddy performances and you'll get beaten by better teams.
"The individuals who were responsible for the goals today are caring human beings and they'll go away, think about it and make sure it's not them next week.
"The players know how much I care about them as individuals and as a team.
"Together we're trying to achieve and they know I'll only be doing my very, very best to get us picked up and ready for next week.
"We'll look forward to a home game."