I live between a Woolworths and a 7-eleven.
At Woolworths, I can buy a pack of 4 ice creams for $8, which means each ice cream is only $2 each.
At 7-eleven, I can only buy ice creams separately, and each ice cream costs $5.
It’s very easy to rationalise going to Woolworths for a pack because it’s cheaper per ice cream.
But I know that when I purchase a pack, it’s likely I won’t stop at one.
So if I want an ice cream, it’s cheaper (in more ways than one) to go to 7-eleven and purchase one ice cream at the higher price.
Are the reasons you’re giving to your decisions actually producing the outcomes you want?
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