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



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