This can create conflicts in case of sunk costs or sunk costs. The example Schwartz gave with the two groups choosing which options to have in vehicles parallels my recent automotive experience. I had done extensive research on what type of vehicle I should purchase and what options I would have. I would just have the basic with the automatic windows. On a test drive I drove a car with a rearview camera, Bluetooth audio and adjustable volume on the steering wheel and was satisfied. After every other test drive I felt something was missing: If those items weren't in the car, they were now on my "must-have list" for the price I'd seen in the previous