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Cindy Has Pumped Over $850,000 into a Small Business That

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Cindy has pumped over $850,000 into a small business that has consistently lost money every year it has been open.She reasons that she has to continue investing time and money in her business because she's "already put so much into it" (instead of selling the business and cutting her losses) .Cindy's reasoning illustrates:

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Definitions:

Social Change

The alteration over time in the structure and functioning of societal norms and values, often resulting from shifts in cultural, economic, or political conditions.

Collective Unrest

A shared feeling of dissatisfaction or disagreement among a group of people, often leading to protests or movements.

Innovation

The process of translating an idea or invention into a good or service that creates value or for which customers will pay.

Contagion Theory

A theory in social psychology that explains how ideas, attitudes, and behaviors spread through populations as if they were infectious diseases.

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