People consistently consider sunk costs when weighing the trade-offs involved in a decision because:

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People often consider sunk costs because they have already invested time, money or resources into something and find it difficult to accept their losses. This behavior is not always rational or utility-maximizing, as it can lead to decisions that are not in their best interest. Thinking at the margin involves weighing the incremental costs and benefits of a decision, rather than focusing on past costs that cannot be recouped.

People Consistently Consider Sunk Costs When Weighing the Trade-Offs Involved