Maile hired a marketing specialist to help her promote her small business. The specialist's ideas are not improving sales, but Maile is reluctant to abandon them because she paid so much money to the consultant. Maile's reluctance to abandon the bad ideas is an example of

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Maile's reluctance to abandon the marketing specialist's ideas, despite their ineffectiveness, because of the money she has already spent, is an example of a sunk cost fallacy. This fallacy occurs when people continue a behavior or endeavor as a result of previously invested resources (time, money, or effort), rather than cutting their losses and moving on.

Maile Hired a Marketing Specialist to Help Her Promote Her