His laboratory and field experiments show that whether it is on the level of an individual, an organization, or a governmental entity, when we’re getting bad news, when we are getting strong signals that we’re losing—signals that others plainly see—we don’t merely refuse to quit. We will double and triple down, making additional decisions to commit more time and money (and other resources) toward the losing cause, and we will strengthen our belief that we are on the right path.
Even though we can see the writing on the wall, our ego has us try to save have by any means possible
