Trump Cult Sunk Cost of Shame
Why Some Trump Fanatics Will Go Down With The Ship
Most people assume that if you show someone enough evidence their leader is corrupt, dangerous, or simply wrong, they will eventually change their mind.
The research says otherwise.
The Psychology Behind Why They Stay
In 1985 behavioral economists Hal Arkes and Catherine Blumer published research on one of the most powerful forces in human decision making.
They called it the sunk cost fallacy. The tendency to keep investing in something not because it is working but because you have already invested so much that walking away feels like total…
The skinny
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