Health Clubs Typically Experience an Increase in One-Year Memberships in January

question 245

Multiple Choice

Health Clubs typically experience an increase in one-year memberships in January, but many new customers cancel their memberships before the end of the year. Which of the following is the best explanation for this behavior?

• A) Some health club members suffer minor injuries that prevent them from working out.
• B) Some people are overly optimistic about their future behavior.
• C) Some people fail to treat their membership fees as sunk costs.
• D) Some members receive utility from activities they believe are popular.

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