Opportunity Cost Neglect in Goal Pursuit Under Uncertainty

How do people decide whether to abandon a goal when its achievability is uncertain? Participants in several studies were found to over-persist in the pursuit of immediate goals, foregoing the benefits of alternative pursuits. Abandoning potentially profitable goals is apparently difficult even when high opportunity costs make doing so optimal.


Derek Koehler and Cade Massey (2012) ,"Opportunity Cost Neglect in Goal Pursuit Under Uncertainty", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 246-249.


Derek Koehler, University of Waterloo, Canada
Cade Massey, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 40 | 2012

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