Irrational Commitment
 

When people have devoted time or resources to a certain project, they generally wanted to see it succeed. However, they may grow so attached to the idea of a successful outcome that even if it starts to look like the project will fail, and the disadvantages are outweighing the benefits; they will nevertheless increase their attachment to the project rather than give up. This is known as irrational commitment. This tendency to continue with a project when it would make better sense to quit can be especially strong when people feel they may be judged by others for their eventual success or failure with the project.