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Stanford Medicine study reveals why we value things more when they cost us more

med.stanford.edu · 2,400 words · saved by 1 readers

It may not be smart, but we value something more if we’ve put a lot of sweat equity into it. Neuroscientists may have figured out the biochemical basis of why.

        Editor's note: This story was updated Jan. 28, 2026, to include new research. \r\n   \r\n"}}" id="text-b1b32caf5c" class="cmp-text"> Editor's note: This story was updated Jan. 28, 2026, to include new research. Ahab hunting down Moby Dick. Wile E. Coyote chasing the Road Runner. Learning Latin. Walking over hot coals. Standing in a long line for boba tea or entrance to a small, overpriced clothing retail store. Forking up for luxury nonsense. \n What do these activities have in common? They’re all examples of the overvaluation of what economists call “sunk cost

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