Sunk Cost Fallacy
Continuing a behavior or endeavor due to previously invested resources (time, money, effort) despite new evidence suggesting it's no longer worthwhile.
Examples
- A football team continues to play a bad quarterback because he was acquired with a high draft pick.
- Continuing to watch a movie you're not enjoying because "I've already invested 45 minutes in it" rather than cutting your losses and doing something more enjoyable.
- We've already invested $2 million" instead of evaluating its future prospects independently of past investments.