Why Customers Make Strange Decisions
Beyond Philosophy
JANUARY 17, 2018
In both situations, you are going to spend more money than you thought you were going to for entertainment. So, when you lose the ticket, you have drained what you allotted mentally for your entertainment budget that evening, so you are unwilling to spend another $20 (it isn’t in the budget, after all!). In both cases, you are out $20.
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