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2Escalation of Commitment
Escalation of commitment is the tendency for people to continue to support previously unsuccessful endeavors. With all the decisions people have to make, it is unavoidable that some will be unsuccessful. Of course, the logical thing to do in these instances is to change that decision or try to reverse it. However, sometimes individuals feel compelled not only to stick with their decision, but also to further invest in that decision because they have sunk costs. For example, say you use half of your life savings to start a business. After 6 months, it is evident that the business is going to be unsuccessful. The logical thing to do would be to “cut your losses” and drop the business. However, due to the sunk costs of your life savings, you feel committed to the business and invest even more money into the project hoping that the additional cash will turn the business around.
2增加投入
增加投入是指人們愿意繼續(xù)以前沒有完成的，但付出過努力的事物的傾向。人們所做的全部決定，不可避免得會有很多不會成功。當(dāng)然邏輯上這些事情將會改變決策。但是，有時候人們覺得被強迫的不僅僅是繼續(xù)他們的決策，而且還要那個決策的追加投入，因為有沉沒成本。舉例來說，你用你半輩子的積蓄來開個公司。6個月后，顯然你的公司很不成功。邏輯上講你應(yīng)該“去除你的損失”，就是說關(guān)閉企業(yè)。但是由于你的積蓄已經(jīng)是沉沒成本了，你覺得需要增加更多的錢來繼續(xù)這家公司。并且希望這些新增投資能夠使公司扭虧為盈。
