Does survival threat make us irrational? The effects of disease cues on sunk cost bias
Hao Sun,
Rui Chen,
Zhaoyang Guo
Abstract:Sunk cost bias is a pervasive issue in the real world, manifesting in various domains, such as consumption and investment, influencing consumer well‐being. This bias often leads to a misallocation of resources towards less meaningful activities. In the current study, we explored a novel factor, specifically disease cues, that influences the sunk cost bias. Through a survey and four systematic experiments, using both lab and natural manipulations of disease cues, we demonstrate that disease cues encourage indiv… Show more
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