Max shreck, an accountant, quit his $80,000-a-year job and bought an existing tattoo parlor from its previous owner, sylvia sidney. the lease has five years remaining and requires a monthly payment of $4,000. max's explicit cost amounts to $3,000 per month more than his revenue. should max continue operating his business? a. max should continue to run the tattoo parlor until his lease runs out. b. if max's marginal revenue is greater than or equal to his marginal cost, then he should stay in business. c. max's explicit cost exceeds his total revenue. he should shut down his tattoo parlor. d. this cannot be determined without information on his revenue.

cognitive overload: having a lot on your mind impairs decision-making and tends to result in the simplest, but not necessarily best, option being selected.

empathy gaps: overlooking how you might feel in a different situation can result in unnecessary purchases, such as overbuying when shopping for food on an empty stomach.

optimism and overconfidence: wearing rose-tinted glasses and having unrealistic expectations about the future can affect money management and leave you unprepared for a change in circumstance.

instant gratification: seeking instant gratification drives impulsive spending and can undermine long-term planning and savings.

harmful habits: automatic or mindless behaviour can amplify a poor financial decision as it becomes a recurring event.

social norms: we are heavily influenced by the actions of others; while this can be in certain circumstances, it also contributes to the pressure to keep up with the joneses through conspicuous consumption.

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