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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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