ethic boundaries

So I just read a article on how people will be more unethical when presented the potential to loose something as oppose to the potential to gain something. This article really makes you think that people will do more if they feel like they are loosing something. Also the opposite that people won't try as hard when there is the equal amount of gain as would be if one lost it. I think this kind of explains how people cheat because they are trying not to loose something and they would go through so much crap but they would not go through the same thing just to get a date.