[uurayan]

Cognitive dissonance. Dan ariely talks about it in "predictably irrational". It's the same reason people don't often change dentists because changing dentist after putting up with all the pain and discomfort that comes with a dentist means you made a wrong decision. Same thing with hazing etc for Frats, sororities. You go through it and because it was so miserable you equate the end result to having more value and justify the hazing. Great book for entrepreneurs as you can really see just how often our ego comes into play with our decision making.