Monday, May 23, 2011
Apocalypse Now: Why Believers Will Grow Stronger If the World Doesn’t End – TIME Healthland: "Festinger's theory of cognitive dissonance, which predicts that the more we have given and invested in a particular point of view, the less likely we will be to abandon it in the face of contrary evidence"
This theory looks helpful when describing why projects don't fail in a small whiff but in an enormous explosion. People don't want to admit defeat and choose a different tack even when there is insurmountable evidence.
at 4:23 PM