““A psychological phenomenon known as the escalation of commitment has been shown to make our brains do all sorts of funny things. The power of commitment makes some people play video games until they keel over and die.[c] It is used to influence people to give more to charity.[ci] It has even been used to coerce prisoners of war into switching allegiances.[cii] The commitments we make have a powerful effect on us and play an important role in the things we do, the products we buy, and the habits we form.””
