It can create conflict when there is a sunk cost or no cost at all. The example Schwartz gives with the two groups choosing which options to have in the vehicles parallels my recent automotive experience. I had done extensive research on what type of vehicle I should purchase and what options I should have. I would only have the basic with 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 any further test drive I felt something was missing if these items were not in the car they were now in my "must have list" for the price I saw on the previous one.