Keeping vs Loosing. [43%].

In a study, all subjects were given $50. And then they were asked to choose:

#1A. Keep $30.
#2A. Have a 50/50 chance of keeping or losing $50.

And later:

#1B. Lose $20.
#2B. The same as #2A.

Result: #2B was chosen at a 43% higher rate than #2A. People hate losing.

Try to test “get $20 off” vs “buy now or lose the opportunity to save $20.”

P.S. Did you notice that mathematically "keep $30" is the same as "lose $20"? ;)