7-D: Do Hedonic Experiences Facilitate the Disregard of Sunk Costs?
Besides enjoyment, hedonic experiences lead to myopic behaviors and enhance a present-moment orientation. This seemingly “myopic” focus reduces the consideration of past and leads to positive outcomes. We show that following hedonic consumption consumers display lower sensitivity to sunk costs. Thus, under particular conditions, yielding to temptation is beneficial.
Daniela Cristian, Bob Fennis, and Luk Warlop (2017) ,"7-D: Do Hedonic Experiences Facilitate the Disregard of Sunk Costs? ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1023-1023.
Daniela Cristian, BI Norwegian Business School, Norway
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, BI Norwegian Business School, Norway
NA - Advances in Consumer Research Volume 45 | 2017
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