Ariali set up a booth in a well trafficked area. Passers by could purchase chocolates, a hershy's kisses for one penny, or a piece of lint, truffles for 15 cents each. The majority of people who faced this offer, they chose the truffles. Ariali believes your loss aversion remains inactive without it. Without it, you don't weigh the pros and cons with as much attention to detail as if you had to factor in potential losses.