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Provide an example of the sunk cost fallacy.

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'The sunk cost fallacy is the tendency to continue investing in a decision or project because of the resources already invested, despite evidence that continuing may not be the best option.'
gpt
An example of the sunk cost fallacy is a business owner who continues to invest in a failing project because they have already invested a large sum of money and time into it, despite indications that it is not profitable or viable.