[c12]

People who have bought into something will become more entrenched in their views because doing otherwise will cause a "loss of face." It's understandable really, nobody wants to admit to being duped.

[Donzo]

The desire to remain consistent with one's previously established positions is one of the great psychological motivators:

https://www.amazon.com/Influence-Psychology-Persuasion-Busin...

People will often act against their own best interests to do so.