Kahneman TED talk
On a related note, this recent story, “Behavioral Economics Foils an Obama Tax Cut?” from Bloomberg BusinessWeek mentions an early experiemtn done by Kahneman and Amos Tversky:
They presented people with a scenario: As you enter a theater, you realize you have lost the ticket you bought. Would you pay the $10 for a new one? Fewer than half said they would. Kahneman and Tversky asked another set of people the same question, but with one tweak: Rather than lose the ticket, they lost a $10 bill on the way to the theater. Would they go ahead and buy a ticket? Nearly 90 percent said they would.