Coupling: the implicit assumption behind sunk cost effect and related phenomena

Bernadette Kamleitner

No 22, Working Papers from Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research

Abstract: Coupling is the degree to which thoughts of consumption evoke thoughts of payment and vice versa. This mental association is crucial for diverse phenomena like sunk costs but has rarely been addressed in the literature. This article provides a framework for the phenomenon, highlights its theoretical and practical relevance, compiles existing literature, adds empirical findings, and comes up with directions for future research.

Keywords: coupling; sunk costs; consumer psychology (search for similar items in EconPapers)
JEL-codes: D11 D83 (search for similar items in EconPapers)
Date: 2008-09
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Persistent link: https://EconPapers.repec.org/RePEc:cgs:wpaper:22

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