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"It is commonly expected that individuals will reverse decisions or change behaviors which result in negative consequences. Yet, within investment decision contexts, negative consequences may actually cause decision makers to increase the commitment of resources and undergo the risk of further negative consequences.
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Results showed that persons committed the greatest amount of resources to a previously chosen course of action when they were personally responsible for negative consequences.
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Intuitively, one would expect individuals to reverse decisions or to change behaviors which result in negative consequences. Yet, there seem to be many important instances in which persons do not respond as expected to the reward/cost contingencies of their environments. Specifically, when a person's behavior leads to negative consequences we may find that the individual will, instead of changing his behavior, cognitively distort the negative consequences to more positively valenced outcomes.
The phenomenon underlying this biasing of behavioral outcomes is often said to be a self-justification process in which individuals seek to rationalize their previous behavior or psychologically defend themselves against adverse consequences."
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