Self-investment bias

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Cognitive bias.

Self-investment bias is an unconscious social bias.

It leads to the unwarranted continuation of support for projects that we have been seen to support in the past.

Self-investment bias is closely related to choice supporting bias.

Ignoring logic

"When we have shown support for an idea, project or person, we can be reluctant to call a halt to that support.
We can continue support or investment, long after logic suggests we call a halt."
The Treasurer magazine, December 2018 / January 2019, p41 - Dr Pete Jones, Chartered Psychologist.

See also