2024
DOI: 10.1093/jcr/ucae048
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He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias

Rui Chen,
Hao Sun,
Zhaoyang Guo
et al.

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 understanding sunk cost bias. Drawing on previous findings suggesting that sunk cost bias may be adaptive and promoted by fundamental motives, it is theorized that sunk cost bias may be a goal-oriented behavior in the mating domain and that this bias can extend to consumption domains (e… Show more

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