. In the advertisement an actor had about $5,000 in bills stacked up on a table to
represent the total amount of money repaid. He then took $37 representing the interest saved,
removed it from the pile, and said, 'It may not seem like a lot here...' (pointing to the pile)
'... but it will feel like a lot here' (pointing to his wallet).
16This example is due to Daniel Kahneman and Amos Tversky.