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sunk cost fallacy psychology - behavioral psychology illustration
Posted inCognitive Biases

The Sunk Cost Fallacy: Why We Cannot Let Go of Bad Investments

Posted by Mário Machado May 14, 2026
Understand the sunk cost fallacy psychology (Arkes & Blumer, 1985): why past investments of time, money, or emotion trap us in losing decisions.
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Welcome to 99% Brain UP. We are a dedicated editorial team passionate about decoding human behavior, neurobiology, and the hidden mechanics of the mind. Our mission is to bridge the gap between complex behavioral science and everyday life, bringing you evidence-based insights every single day.

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