the same 1 percent difference feels vastly different when we are comparing 0 percent to 1 percent and 10 percent to 11 percent. Mathematically, they are identical 1 percent differences, but psychologically, we treat them completely differently, because the first is the difference between something absolutely not happening versus some chance that it can happen—namely, the difference between certainty and uncertainty. In contrast, 10 percent and 11 percent both feel like small chances that aren’t that different.
