Sarine's Dolls With funding from her family, Sarine is currently developing a new line of dolls for her business which she hopes will take her company to the next level. At first, she encountered some minor problems with the construction of the dolls and spent a fair amount of money engineering a way to enable them to be like she envisioned. Unfortunately, she then found out that there was a patent protecting the way the dolls arms were connected, so she spent more money redesigning the dolls. After an unexpectedly uninterested response from the public in the dolls, she decided that they needed to be marketed differently in order to sell. So Sarine allocated more resources to marketing and had the packaging of the dolls redesigned and created new set of advertising materials. The cost of manufacturing these dolls has now exceeded four times the initial proposed cost, but she is determined to make it work. She is embarrassed by how this has gone, but continues to put on a brave front. Sarine is most likely making decisions to continue with these dolls at this point because of:

Generally, the law of prospects theory is applied here. According to this law people are attracted towards attaining maximum utility rather than to look for absolute outcome. The self-justification is a significant problem here which arises when people who are responsible for making the decision are strongly tied with a project. Similarly, to avoid the problem off self-justification and self-enhancement, the best practice is to appoint different people to make the decision and to evaluate them, which ensures transparency and long-term stability which is lacking in this case.