Every decision in life is conducted via a cost - benefit analysis (whether we realize it or not).

One weighs the options, and then acts accordingly.

Living somewhere with significant crime? Well, clearly the benefits to the criminal outweigh the perceived costs. (i.e. if laws are "soft" on crime, the perceived cost is lower, and you have more crime).

Just one example, but it how we all make decisions...

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Yes, it should be common sense that people think that way, but there's an expectation that this not apply to marriage.

And I think this is what is causing marriage rates to plummet. People are responding to incentives and the incentives are increasingly stacked against marriage.

Agree completely - with the caveat that the perceived incentives (and costs) are dependent upon each individual.

In the crime example, some will not become criminals no matter the perceived benefits...one would say the personal emotional cost to their psyche by stealing (for example) would not outweigh the benefits.

Same with any decision...each individual remains the arbiter of their own cost-benefit analysis.

Yes, the decision is personal, but the environment clearly plays into that decision.

Oh absolutely...again my crime example--if you have strict laws (i.e. higher cost) you have less crime.

That's an environmental variable you don't control, but it definitely can affect any decisions.