Changes in the probability of gains or losses do not affect people’s subjective evaluations in linear terms (see also prospect theory and zero price effect) (Tversky & Kahneman, 1981). For example, a move from a 50% to a 60% chance of winning a prize has a smaller emotional impact than a move from a 95% chance to a 100% chance (certainty). Conversely, the move from a 0% chance to a 5% possibility of winning a prize is more attractive than a change from 5% to 10%.