Moderators and Extensions of the Interpersonal Sunk-Cost Effect
We show that the interpersonal sunk-cost effect is moderated by whether investors may eventually learn the recipient’s decision to honor (or not) their sunk-cost, but not by the amount of social reciprocity/obligations (i.e., number of investors) involved. Moreover, we show that investors themselves also exhibit an interpersonal sunk-cost effect.
Citation:
Christopher Olivola, Jinwoo Kim, and Einav Hart (2019) ,"Moderators and Extensions of the Interpersonal Sunk-Cost Effect", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 164-168.
Authors
Christopher Olivola, Carnegie Mellon University, USA
Jinwoo Kim, Carnegie Mellon University, USA
Einav Hart, University of Pennsylvania, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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