It happens when someone continues in a course of action, even if evidence shows that it's a mistake.
Common phrase: "We've always done it this way, so we'll keep doing it this way." "I've already invested so much..."
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Similar ideas to Sunk cost fallacy
It describes our tendency to commit to something just because we've already invested resources in it—even if it would be better to give up on it.
How to control it: Always reevaluate your processes in light of new evidence.
You may already know it won't kill you to endure the mild discomfort of starting a difficult conversation with a colleague or asking someone out. You know that it's possible to let that feeling rise and fade while doing the action anyway.
The rewards come so swiftly that this beco...
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