One of the most important decisions we may ever need to make is whether to continue investing time and money in a decision that is not turning out as expected. This lecture explores what drives us to persist despite poor odds and how, as a result, we can end up 'throwing good money after bad'. Helga Drummond is Professor of Decision Sciences at the University of Liverpool Management School. Her latest book, How to be a Successful Entrepreneur, is published by Kogan Page.

All our lectures are available for free download from the Gresham College website, in video, audio or text formats: gresham.ac.uk
Gresham College professors and guest speakers have been giving free public lectures in central London since 1597. This tradition continues today and you can attend any of our lectures, or watch or listen to them on our website.
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