There's a broad umbrella term that kind of all of these forces, both cognitive and motivational go under when it comes to sort of failure to quit. And it's called escalation of commitment. We have the intuition that once we start something, when we discover information that would tell us that things aren't going well, we'll actually stop doing what we're doing. But there is a difference between recognizing they exist and preventing them from affecting you.
Quitting is often associated with failure -- whether it’s a project, job, career, or company. But Annie Duke, an author, consultant, and former professional poker champion, argues that quitting can sometimes be a strategic success.