Tversky. Amos Tversky.

After giving Hugo Drax a taste of his own medicine at cards, James Bond ponders the asymmetrical weighting of gains and losses:

They had said goodnight and Bond, in a mood of anticlimax, had gone off to bed. He had taken a mild sleeping pill to try and clear his mind of the bizarre events of the evening and prepare himself for the morning and the office. Before he slept he reflected, as he had often reflected at other moments of triumph at the card table, that the gain to the winner is, in some odd way, always less than the loss to the loser. 

-- Ian Fleming, Moonraker