Tell 20 subjects that they have been given $50 but can't keep it all. Then present them with a long series of choices between bets they can make with some portion of the $50. Scattered among these choices, in random order, are 64 options where the odds are the same but the wording is different. 32 of the options read "Keep $20" and the other 32 read "Lose $30." These two options are exactly the same except for their wording, but people are more likely to gamble if the option says they lose money.