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Boeing was forging ahead, in an example of “escalation of commitment,” a term coined in 1976 by my business school colleague Professor Barry M. Staw, who specialized in organizational behavior.

Affleck, 48, donned a tie-dye polo shirt while Lopez, 52, wore a red-and-white striped bikini top, sunglasses, wide-legged white pants, a square staw bag, and layered gold necklaces.

The third time, from her mermaid maw, Emerged the voice of Ringo Staw.

“People deny the reality is true,” said Barry Staw, a Berkeley behaviorist who has researched sunk costs in the NBA.

“We think of creative people in a heroic manner, and we celebrate them, but the thing we celebrate is the after-effect,” says Barry Staw, a researcher at the University of California–Berkeley business school who specializes in creativity.