Pragmatic arguments

'Generally speaking, pragmatic arguments seek to show that decision makers who violate certain principles of rationality may face a decision problem in which it is certain that they will stand to loose, come what may. (...) [N]ote that pragmatic arguments need of course not be formulated in monetary terms. One could equally well construct a scenario in which the decision maker who follows [his] irrational preferences is certain to lose some ice cream, or happiness, or moral virtue, or whatever she cares about'
Peterson, M. 2009. An introduction to decision theory. Cambridge: University Press, 165.