Bob DeSlob,CEO of Westlake Inc. ,had supported the development and distribution of the Super Widget,a product that is expensive to make.The Super Widget failed to meet its expected sales.Bob,now,decides to invest more resources to produce and aggressively market the Super Widget,rationalizing that if he did not invest more in the product,what he has invested would be lost.Bob is engaging in:

Question

Quizplus · Accepted Answer

Sunk cost fallacy is an attempt to recover invested time,money,and other resources by spending still more resources.Bob is wasting resources in an attempt to do something that he failed in the first attempt.