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William Poundstone

“Flipping the gains to losses flips the types of behavior. When losses are likely, reckless gambles become acceptable (lower left cell).”

William Poundstone, Priceless: The Myth of Fair Value
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Priceless: The Myth of Fair Value (and How to Take Advantage of It) Priceless: The Myth of Fair Value by William Poundstone
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