With January being the month of tightening our financial belts we are looking at the concept of sunk cost and why we submit to the bias of sunk cost and throw good money after bad? The sunk cost fallacy is a cognitive bias that occurs when people continue to invest in a decision or project based on the resources (time, money, or effort) they have already put into it, despite the evidence suggesting that these investments are no longer rational or beneficial. Why do we do this and how can we stop? Our neuroscience research has the answers. Episodes are available here https://www.thecpo.co.uk/ To follow Zircon on LinkedIn and to be first to hear about podcasts, publications and news, please like and follow us: https://www.linkedin.com/company/zircon-consulting-ltd/ To access the research white papers mentioned in this and other podcasts, please go to: https://zircon-mc.co.uk/zircon-white-papers.php For more information about the BeTalent suite of tools and platform as mentioned in this podcast please contact Amanda via email: [email protected].