Breaking Free From the Sunk Investment: the Role of Positive Affect and Instrumental Attitude Toward Resource Investment in Reducing Sunk Cost Bias
Four studies examined the influence of incidental positive affect on sunk cost bias in everyday consumer decision making. Results from hypothetical and real choice tasks show that inducing positive affect attenuates consumers’ sunk cost bias by fostering an instrumental (vs. terminal) attitude toward monetary investment.
Jin Seok Pyone and Kyle Emich (2016) ,"Breaking Free From the Sunk Investment: the Role of Positive Affect and Instrumental Attitude Toward Resource Investment in Reducing Sunk Cost Bias ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 599-599.
Jin Seok Pyone, University of Kansas, USA
Kyle Emich, University of Delaware, USA
NA - Advances in Consumer Research Volume 44 | 2016
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