Backfire effect when people react to evidence that challenges their opinion by strengthening their existing beliefs. Closely related is Irrational escalation, a phenomenon where people justify increased commitment to a course of action based on prior investment, even in the face of new evidence suggesting that the original action was wrong. If you innovate for long enough, you’ll find these somewhere! - See more at: http://www.innovationexcellence.com/blog/2015/03/24/20-cognitive-biases-that-impact-innovation/#sthash.s6WqMPCh.dpuf