Joel Brockner, Robert Houser, Gregg Birnbaum, Kathy Lloyd, Janet Deitcher, Sinaia Nathanson, Jeffrey Z. Rubin, Escalation of Commitment to an Ineffective Course of Action: The Effect of Feedback Having Negative Implications for Self-Identity, Administrative Science Quarterly, Vol. 31, No. 1 (Mar., 1986), pp. 109-126
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Brockner et al. (1986) studied this question.
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