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The Sunk Cost Fallacy: When You Keep Going… Just Because You Started. This is The Sunk Cost Fallacy: a cognitive bias where people continue investing in a losing endeavor because they’ve already committed resources—even when quitting is the rational choice. It’s not logic. It’s loss aversion: the pain of “wasting” what’s already gone feels worse than losing more. From dead-end relationships to doomed startups, the sunk cost fallacy keeps us trapped in cycles of escalation of commitment—because w
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