Basically just a boatload of interesting stuff.

Quoted: Tversky and Kahneman conducted the following experiment
When contemplating the purchase of a $25 pen, the majority of subjects would drive to another store 15 minutes away to save $7
When contemplating the purchase of a $455 suit, the majority of subjects would not drive to another store 15 minutes away to save $7
The amount saved and time involved are the same, but people make very different choices