Qualifying the Sunk Cost Effect: How the Protestant Work Ethic Influences Overconsumption Under Flat-Rate Pricing

Recent research shows that the sunk cost effect is less empirically robust than supposed. We observe the consumption-related sunk cost effect only among people who believe in the Protestant Work Ethic (PWE). Greater spending induces stronger feelings of entitlement among such people, leading them to overconsume under flat-rate pricing.



Citation:

Yimin Cheng, Yuansi Hou, and Anirban Mukhopadhyay (2019) ,"Qualifying the Sunk Cost Effect: How the Protestant Work Ethic Influences Overconsumption Under Flat-Rate Pricing", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 513-514.

Authors

Yimin Cheng, Monash University, Australia
Yuansi Hou, Queen Mary University of London
Anirban Mukhopadhyay, Hong Kong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Featured

I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.