What is the sunk cost effect? Why do we keep following through on projects that stop paying off? The sunk cost effect is a general tendency to continue on an endeavor once considerable resources have been invested into it—even when the costs start to outweigh the benefits. It’s human nature to respond this way—the more you invest, the harder it is to pull the plug on a commitment. Keep reading to learn about the sunk cost effect.
The Sunk Cost Effect: Why We Cannot Let Projects Go










