Cialdini raamat
the thought of gaining something of equal value (Hobfoll, 2001). For instance, col-
lege students experienced much stronger emotions when asked to imagine losses as
opposed to gains in their romantic relationships or in their grade point averages
(Ketelaar, 1995). Especially under conditions of risk and uncertainty, the threat of po-
tentialloss plays a powerful role in human decision making (Tversky 8{ Kahneman,
1981; De Dreu 8{ McCusker, 1997). Health researchers Alexander Rothman and Peter
Salovey have applied this insight to the medical arena, where individuals are fre-
quently urged to undergo tests to detect existing illnesses (e.g., mammography pro-
cedures, HIV screenings, cancer self-examinations). Because such tests involve the
risk that a disease will be found and the uncertainty that it will be cured, messages
annaabi.ee 
