承诺升级是指个人或组织继续坚持对一个已经有失败倾向的项目投入资源，这会令原有的损失持续扩大。
Escalation of commitment is the individuals or organizations continue to insist on a project tend to have failing tendency, this will continue the expansion of the existing losses.
然而很不幸的是，我们会倾向于记住那些负面的情绪而不是我们已取得的成功，比如下棋失败或受到羞辱。
Unfortunately, we tend to retain the unpleasant events more easily, such as loos in chess and humiliation, than our success.
失败的例子比比皆是：诺美婷（心脏病、中风），芬-芬（心脏危险），利莫那班（自杀倾向），麻黄（心脏病、中风）。
The weight-loss busts are plenty: Meridia (heart attacks, strokes), Fen-phen (heart risk), Rimonabant (suicidal thoughts), ephedra (heart attacks, strokes).
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