Irrationality and the Coin Flip Experiment

There is a deep interest in this right now in popular thought for the many books about irrationality. And you look at several of these studies that have sort of risen to become famous examples and give it a better explanation or a different explanation. When people win they tend to say, yeah, I'd like to play again to try to win back to get,. because they feel like they have less to lose because they just want some money. But if you don't let people know the outcome of the original flip, most people choose not to flip again.