Lewis Undoing Project Chapter 10 - The Isolation Effect
Two economists, Danny and Amos have worked on theories about choice. they have found out that when they ask the question : - Would you prefer a 100% chance to win 500$ - Or a 50% chance to win 1000$ ? People choose the sure bet. However, when they reverse the question, and they ask about the losses , people don’t make the same choice and they become risk-seekers . Danny and Amos forgot their first theory very quickly to focus on that new one: people respond to probability not only with reason, but also with emotions , and that this emotion is stronger when the odds are far. Fox ex : if there is 1 in a billion chances, people will consider it as it was actually 1 in 10 000 chances. This explains lotery tickets. They developed this theory around 1975. They presented their theory at a conference in Jerusalem and were asked : what is a loss ? They c...