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Basicly, the primary motivation for the human psyche is to be *right*
When one invests a substantial amount of time, money, energy or emotion into a cause, they are more likely to justify it to themselves irrationally if said cause falls through.
Take fraternity hazing for example. Under rational circumstances, you'd think someone would be pissed if a group of people humiliated them and physically hurt them repeatedly for a week. However, because of the fact that they subjected themselves to it voluntarily, all of the negative feelings one might have after going through such an ordeal are drawn back the other way into love and respect for the fraternity.
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