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Cooke - Thesis
Tim Cooke
Using design-thinking to address escalatingcommitment risks in decision-making
Video Presentation
3-Minute Thesis
Humans make plans for all sorts of endeavors throughout their lives, but what happens when there is reason to believe the plan will not work? Plan-continuation bias(PCB) is the cognitive desire to maintain a plan, even as information rolls in indicating the plan is in trouble. Escalation of commitment (EoC) is the realized manifestation of continuing with a plan. PCB, therefore, takes place before a decision, and EoC is the result of that decision and subsequent action.
