He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias
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DOI: 10.1093/jcr/ucae048
Abstract: The sunk cost bias, ie, people’s suboptimal tendency to continue to pursue previously invested options, has been found in many domains, and various mechanisms have been proposed. The current study offers a novel perspective for… read more here.
Keywords: cost; sunk cost; mating cues; cost bias ... See more keywords