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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
增加投入是指人们愿意继续以前没有完成的，但付出过努力的事物的倾向。人们所做的全部决定，不可避免得会有很多不会成功。当然逻辑上这些事情将会改变决策。但是，有时候人们觉得被强迫的不仅仅是继续他们的决策，而且还要那个决策的追加投入，因为有沉没成本。举例来说，你用你半辈子的积蓄来开个公司。6个月后，显然你的公司很不成功。逻辑上讲你应该“去除你的损失”，就是说关闭企业。但是由于你的积蓄已经是沉没成本了，你觉得需要增加更多的钱来继续这家公司。并且希望这些新增投资能够使公司扭亏为盈。
