Uploaded April 2026 | Updated September 2026, 1 week ago
Have you ever bought a pair of shoes that never really fit, but you kept wearing them in hopes you’d break them in? All because you didn’t want to feel your money had gone to waste—even as you felt blisters forming?
In this episode of Choiceology with Katy Milkman (katymilkman.com/) , we explore how focusing on past, irrecoverable costs can skew our judgment and future commitments.
Bill Kolb takes us inside the Evergreen Aviation & Space Museum (evergreenmuseum.org/) in McMinnville, Oregon. He shares the story of “The Spruce Goose (evergreenmuseum.org/exhibit/the-spruce-goose/) ” seaplane and why its creator, Howard Hughes, was so committed to the project despite many challenges and several opportunities to back out.
Next, Katy speaks with Richard Thaler, economics Nobel laureate and Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics (https://faculty.chicagobooth.edu/richard-thaler) at the University of Chicago Booth School of Business. Thaler reveals why we tend to dwell on sunk costs that cannot be recovered and shares insights from his updated book The Winner’s Curse: Behavioral Economics Anomalies, Then and Now (amazon.com/Winners-Curse-Behavioral-Economics-Anomalies/dp/198216512X/ref=books_amazonstores_desktop_mfs_aufs_ap_sc_dsk_0?_encoding=UTF8&pd_rd_w=WM58t&content-id=amzn1.sym.6d92b4c0-97d6-4063-b66e-20890dfbd616&pf_rd_p=6d92b4c0-97d6-4063-b66e-20890dfbd616&pf_rd_r=131-8791105-1796648&pd_rd_wg=5AKit&pd_rd_r=1028f323-ea31-4459-9ea4-196f23e7bfed) .
Check out the additional papers mentioned in this episode: “Paying Not to Go to the Gym (aeaweb.org/articles?id=10.1257/aer.96.3.694) ” by Ulrike Malmendier and Stefano DellaVigna and “The Realization Effect: Risk-Taking After Realized Versus Paper Losses (aeaweb.org/articles?id=10.1257/aer.20140386) ” by Alex Imas.
Choiceology (schwab.com/learn/choiceology) is an original podcast from Charles Schwab. For more on the show, visit schwab.com/choiceology (schwab.com/choiceology) .
If you enjoy the show, please leave a rating or review on Apple Podcasts (http://getpodcast.reviews/id/1337886873) .
00:00 Introduction
1:04 Tour the Evergreen Aviation & Space Museum
2:35 This is Choiceology
3:15 Howard Hughes Struggles to Build The Spruce Goose
17:31 Why Hughes Stuck It Out
18:46 Why We Worry About Waste With Richard Thaler
33:16 Katy Milkman Reflects on Choosing Wisely
Important Disclosures
The comments, views, and opinions expressed in the presentation are those of the speakers and do not necessarily represent the views of Charles Schwab.
Data contained herein from third party providers is obtained from what are considered reliable sources. However, its accuracy, completeness or reliability cannot be guaranteed.
All corporate names and market data shown above are for illustrative purposes only and are not a recommendation, offer to sell, or a solicitation of an offer to buy any security.
The policy analysis provided by the Charles Schwab & Co., Inc., does not constitute and should not be interpreted as an endorsement of any political party.
Investing involves risk including loss of principal.
The books How to Change: The Science of Getting from Where You Are to Where You Want to Be and The Winner's Curse not affiliated with, sponsored by, or endorsed by Charles Schwab & Co., Inc. (CS&Co.). Charles Schwab & Co., Inc. (CS&Co.) has not reviewed the books and makes no representations about its content.
(0426-XMGE)
Have you ever bought a pair of shoes that never really fit, but you kept wearing them in hopes you’d break them in? All because you didn’t want to feel your money had gone to waste—even as you felt blisters forming?
In this episode of Choiceology with Katy Milkman (katymilkman.com/) , we explore how focusing on past, irrecoverable costs can skew our judgment and future commitments.
Bill Kolb takes us inside the Evergreen Aviation & Space Museum (evergreenmuseum.org/) in McMinnville, Oregon. He shares the story of “The Spruce Goose (evergreenmuseum.org/exhibit/the-spruce-goose/) ” seaplane and why its creator, Howard Hughes, was so committed to the project despite many challenges and several opportunities to back out.
Next, Katy speaks with Richard Thaler, economics Nobel laureate and Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics (https://faculty.chicagobooth.edu/richard-thaler) at the University of Chicago Booth School of Business. Thaler reveals why we tend to dwell on sunk costs that cannot be recovered and shares insights from his updated book The Winner’s Curse: Behavioral Economics Anomalies, Then and Now (amazon.com/Winners-Curse-Behavioral-Economics-Anomalies/dp/198216512X/ref=books_amazonstores_desktop_mfs_aufs_ap_sc_dsk_0?_encoding=UTF8&pd_rd_w=WM58t&content-id=amzn1.sym.6d92b4c0-97d6-4063-b66e-20890dfbd616&pf_rd_p=6d92b4c0-97d6-4063-b66e-20890dfbd616&pf_rd_r=131-8791105-1796648&pd_rd_wg=5AKit&pd_rd_r=1028f323-ea31-4459-9ea4-196f23e7bfed) .
Check out the additional papers mentioned in this episode: “Paying Not to Go to the Gym (aeaweb.org/articles?id=10.1257/aer.96.3.694) ” by Ulrike Malmendier and Stefano DellaVigna and “The Realization Effect: Risk-Taking After Realized Versus Paper Losses (aeaweb.org/articles?id=10.1257/aer.20140386) ” by Alex Imas.
Choiceology (schwab.com/learn/choiceology) is an original podcast from Charles Schwab. For more on the show, visit schwab.com/choiceology (schwab.com/choiceology) .
If you enjoy the show, please leave a rating or review on Apple Podcasts (http://getpodcast.reviews/id/1337886873) .
00:00 Introduction
1:04 Tour the Evergreen Aviation & Space Museum
2:35 This is Choiceology
3:15 Howard Hughes Struggles to Build The Spruce Goose
17:31 Why Hughes Stuck It Out
18:46 Why We Worry About Waste With Richard Thaler
33:16 Katy Milkman Reflects on Choosing Wisely
Important Disclosures
The comments, views, and opinions expressed in the presentation are those of the speakers and do not necessarily represent the views of Charles Schwab.
Data contained herein from third party providers is obtained from what are considered reliable sources. However, its accuracy, completeness or reliability cannot be guaranteed.
All corporate names and market data shown above are for illustrative purposes only and are not a recommendation, offer to sell, or a solicitation of an offer to buy any security.
The policy analysis provided by the Charles Schwab & Co., Inc., does not constitute and should not be interpreted as an endorsement of any political party.
Investing involves risk including loss of principal.
The books How to Change: The Science of Getting from Where You Are to Where You Want to Be and The Winner's Curse not affiliated with, sponsored by, or endorsed by Charles Schwab & Co., Inc. (CS&Co.). Charles Schwab & Co., Inc. (CS&Co.) has not reviewed the books and makes no representations about its content.
(0426-XMGE)
