“In large part, we are what we do, and our identity is closely connected with whatever we’re focused on, including our careers, relationships, projects, and hobbies. When we quit any of those things, we have to deal with the prospect of quitting part of our identity. And that is painful.” ― Annie Duke, Quit: The Power of Knowing When to Walk Away

= 損失規避

The pain we feel when we lose outweighs the pleasure we feel when we win.

Quitting feels like failure because we associate it with losing status, identity, or self-worth.

這也是為什麼在做出錯誤決策時，我們通常會選擇比較不痛苦的「自圓其說」，而非「承認錯誤」。