The nucleus accumbens, the brain’s reward system, is turned on whenever you see a product that you desire. The insula, on the other hand, is activated when you suffer from aversion, like spending money.
You buy a product when the nucleus accumbens overwhelms the insula. But when your purchase decision (ordering food) turns wrong, the insula gets activated and increases your pain. To pacify the pain, you decide to take the food home and “repair” it. [From the Hindu Business Line - Overcoming Painful Decisions by B. Venkatesh.]
태그 : sunk cost
