Who throws good money after bad? Action vs. state orientation moderates the sunk cost fallacy

Marijke van Putten, Marcel Zeelenberg and Eric van Dijk

Judgment and Decision Making, 2010, vol. 5, issue 1, 33-36

Abstract: The sunk cost fallacy is the tendency to continue an endeavour once an investment in money, effort, or time has been made. We studied how people’s chronic orientation to cope with failing projects (i.e., action vs. state orientation) influences the occurrence of this sunk cost effect. We found that people with a state orientation, who have a tendency to ruminate about past events and have a hard time to let go of them, were especially prone to fall in the sunk cost trap. People with an action orientation, who more easily let go of past events, were not susceptible to the sunk cost effect. We discuss the implications of these results for the sunk cost fallacy literature.

Date: 2010
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