By tanakawho

A less obvious problem that all decision makers face is something called cognitive dissonance or regret. When we make decisions, we associate with that decision and that makes it very hard to unwind bad business moves. Changing our mind actually causes regret, which causes the firing of negative neurotransmitters (I call it “pain in the brain”). As a result, once we make a decision, it is very hard for the brain to unwind it. It is one of the reasons we fall prey to sunk costs, believing for example that we should finish a bad movie just because we already paid for it

From CEO Longevity and Cognitive Dissonance.