Love and the "sunk cost bias"
Too many people hang on to relationships that they well know are going nowhere.
Ending a relationship puts us in the situation to admit we have made a mistake and it makes us experience regret. So to avoid regret, we convince ourselves that as we have come so far with the relationship, we should give it another chance, despite knowing there hardly is any hope.
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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 material...
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