(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 stressing potential losses are most effective (Rothman 8{ Salovey, 1997; Rothman, Martino, Bedell, Detweiler, 8{ Salovey, 1999). For ex-ample, pamphlets advising young women to check for breast cancer through self-examinations are significantly more
, and R. A. Holley. 2007. Survival Gaithersburg, Fla.: Aspen Publication. of Escherichia coli O157:H7 in dry fermented sau- Larsson, S. C., L. Bergkvist, and A. Wolk. 2005. High- sages containing micro-encapsulated probiotic lactic fat dairy food and conjugated linoleic acid intakes in acid bacteria. Food Microbiology 24:82–88. relation to colorectal cancer incidence in the Swedish Nagao, K., and T. Yanagita. 2005. Conjugated fatty Mammography Cohort. American Journal of Clinical acids in food and their health benefits. Journal of Nutrition 82:894–900. Bioscience and Bioengineering 100:152–157. Leroy, F., G. Falony, and L. De Vuyst. 2008. Latest Nakashima, Y., K. Arihara, A. Sasaki, S. Ishikawa, and developments in probiotics. In Meat Biotechnology. M. Itoh. 2002. Antihypertensive activities of peptides New York: Springer
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