I want to give you a 50% chance to win 500. But the other 50% chance is that you must pay me $500! Will you take that gamble? Most likely, you said, “No way!” How about this gamble: a 50% chance to win $1500 or a 50% chance to lose $1000. Are you willing to take that one? Again, most people answer, “No, thanks.” In the first example, the amounts of gain or loss are equal. However, there is within us an emotional response to the potential loss which is significantly larger......