The kind of incidents that show this most clearly are personal ones, not ones that are famous. You should try to look for incidents in your own life or the lives of those around you that show this.
As far as famous incidents go, there are a number of examples of athletes choosing to get less money in hopes of winning championships. The case of LeBron James in 2010 was like this. He could have had more money, but instead he chose to go to a team where he thought he'd be likely to win a championship, which is an emotional/sentimental choice.