The “sunk cost bias”
When starting new projects, we tend to have high expectations of them doing well. We put a big amount of effort into them and even if see they don't go that well, we still choose not to opt-out. Instead, we hang on them longer, because we feel regret of leaving a project before it materializes.
We therefore fall into the trap of irrationally hanging on to it in order to avoid regret temporarily.
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