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Cooke - Thesis
![cooke-header cooke-header](/content/grad/home/academics/graduate-programs/design-thinking/MFA-Thesis-Exhibition/Cooke-Thesis/_jcr_content/par/image_54532693_copy.img.jpg/1649431105479.jpg)
Tim Cooke
Using design-thinking to address escalatingcommitment risks in decision-making
Video Presentation
3-Minute Thesis
![Radford DT - Thesis - 2 pg slick Radford DT - Thesis - 2 pg slick](/content/grad/home/academics/graduate-programs/design-thinking/MFA-Thesis-Exhibition/Cooke-Thesis/_jcr_content/par/image_1423546149_cop.img.jpg/1649431322173.jpg)
Humans make plans for all sorts of endeavors throughout their lives, but what happens when there is reason to believe the plan will not work? Plan-continuation bias(PCB) is the cognitive desire to maintain a plan, even as information rolls in indicating the plan is in trouble. Escalation of commitment (EoC) is the realized manifestation of continuing with a plan. PCB, therefore, takes place before a decision, and EoC is the result of that decision and subsequent action.
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