It’s easy to wonder when people line up to enter a crowded restaurant if they’re doing it simply because it looks popular. If there’s a line around the block it must be good and I must be missing out by not participating. If it’s coveted it must be worth coveting.
Arriving hungry at the airport this morning I paid too much for a sandwhich. I was the first person at the store but by the time I’d checked out a half dozen people had appearbehind me, eager to pay too much for breakfast.
I think the line of subconscious reasoning for this phenomenon goes something like ‘he’s getting breakfast. I’m hungry. I must also get breakfast.’ And before we know what we’re doing we’re paying $11 for a sandwhich.