Actually people are thought to be risk seeking when it comes to losses instead of gains. http://www.jstor.org/pss/1914185 http://www.jstor.org/pss/1914185 Unl

Actually people are thought to be risk seeking when it comes to losses instead of gains. http://www.jstor.org/pss/1914185 http://www.jstor.org/pss/1914185 Unlike most people in this discussion, I like the idea and think it might work under certain circumstances (probably goods with low prices and high price inelasticity).