Face-saving and entrapment

Entrapping conflicts are those in which individuals: (1) have made substantial, unrealized investments in pursuit of some goal, and (2) feel compelled to justify these expenditures with continued investments, even if the likelihood of goal attainment is low. It was hypothesized that entrapment (i.e., amount invested) would be influenced by the relative importance individuals attach to the costs and rewards associated with continued investments. Two experiments tested the notion that entrapment would be more pronounced when costs were rendered less important (and/or rewards were made more important). In Experiment 1, half of the subjects were instructed beforehand of the virtues of investing conservatively (Cautious condition), whereas half were informed of the advantages of investing a considerable amount (Risky condition). Investments were more than twice as great in the Risky condition. Moreover, consistent with a face-saving analysis, (1) the instructions had a greater effect on subjects with high rather than low social anxiety, and (2) individuals with high social anxiety who participated in front of a large audience were more influenced by the instructions than were individuals with low social anxiety who participated in front of a small audience. In the second experiment, the importance of costs and rewards were varied in a 2 × 2 design. As predicted, subjects invested significantly more when cost importance was low rather than high. Contrary to expectation, reward importance had no effect. Questionnaire data from this study also suggested that entrapment was at least partially mediated by the participants' concern over the way they thought they would be evaluated. Theoretical implications are discussed.