Again, imagine that you play a game in which you might win or lose different amounts of money. The possible outcomes are:
LOSE $100, LOSE $80, LOSE $60, LOSE $40, LOSE $20,
BREAK EVEN $0,
WIN $10, WIN $20, WIN $30, WIN $40, WIN $50
The best outcome in this study is to WIN $50 and the worst outcome is to LOSE $100. You would feel much better to WIN $50 than to LOSE $100. That is the biggest DIFFERENCE in this study.
We ask you now to judge DIFFERENCES in utility between different experiences, compared to the biggest difference. We want to find out, for example, is the subjective difference between breaking even ($0) and winning $40 the same as the difference between breaking even ($0) and losing $40? Which subjective difference is greater?
To record your judgments, you will click along a line to judge each difference, from no difference to the biggest difference. If there is no difference between how you would feel, mark on the far left, and if the difference is as big as the biggest difference (WIN $50 versus LOSE $100), mark on the far right. Mark along the line so that the bigger the difference, the farther to the right your mark will be. Place your mark to show the size of the difference, compared to the biggest difference.
If the difference in utility between to outcomes is half the size of the biggest difference, click half-way along the line. If it is only one-tenth as big, mark only one tenth the length from the left end. If it is three-fourths as big as the biggest difference, mark to the right three-fourths the length of the line. In each case, make your mark so that the ratio of length from the left matches the ratio of the difference in utility to the biggest difference.
Example W1 illustrates the biggest difference: LOSE $100 versus WIN $50. How would you feel if you lost $100? How would you feel if you won $50? This difference is the biggest one in this study. So, you should mark farthest to the right on the line because this is the biggest difference in this study.