“…Inaction inertia has been observed for a wide variety of decisions such as buying groceries, signing up for a fitness center, enrolling in a university course, buying a ski pass, and betting on horse racing (Arkes, Kung, & Hutzel, 2002;Tykocinski et al, 1995;Tykocinski & Pittman, 1998;Zeelenberg, Nijstad, van Putten, & van Dijk, 2006). It has been linked to temporary dips in product sales after a promotion (Zeelenberg & van Putten, 2005), to failures and deadlocks in international negotiations (Terris & Tykocinski, 2016), to lower motivation to work on a crowdsource platform after missing a bonus (Mathmann, Higgins, Chylinski, & De Ruyter, 2017), and to investors' reluctance to leave bear markets (Tykocinski, Israel, & Pittman, 2004). In all these studies, people were less likely to act on an attractive opportunity when they had missed a much more attractive opportunity in the past (for reviews, see Tykocinski & Ortmann, 2011;van Putten, Zeelenberg, van Dijk, & Tykocinski, 2014;van Putten, Zeelenberg, & van Dijk, 2013).…”