Why do we inflate the value of the rickety IKEA chair we spent an afternoon assembling? Why does a LEGO set become more precious after we painstakingly snap every piece into place?
And why do sports fans continue believing in teams that have given them every reason not to?
Psychologists have a name for it: effort justification. The more we invest in something — time, energy, suffering — the more we try to convince ourselves it’s worth it…