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We are reluctant to quit things because we want to avoid the resulting heartbreak. The pain of failure is magnified by the sunk costs: all the time and effort and emotion you have already invested.

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John A. List Quote: “We are reluctant to quit things because we want to avoid the resulting heartbreak. The pain of failure is magnified by the sunk costs: all the time and effort and emotion you have already invested.”

“We are reluctant to quit things because we want to avoid the resulting heartbreak. The pain of failure is magnified by the sunk costs: all the time and effort and emotion you have already invested.”

John A. List

John A. List Quote: “We are reluctant to quit things because we want to avoid the resulting heartbreak. The pain of failure is magnified by the sunk costs: all the time and effort and emotion you have already invested.”
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