“…The sunk cost effect is the tendency to invest resources into an endeavour because prior resources have already been invested into it -even if better alternatives are available (Arkes & Ayton, 1999;Arkes & Blumer, 1985;Arkes & Hutzel, 2000;Conlon & Garland, 1993;Garland, 1990;Garland & Conlon, 1998;Garland & Newport, 1991;Magalhães & White, 2016;Navarro & Fantino, 2005, 2009Strough et al, 2014;Thaler, 1980). Since prior expenditures cannot be retrieved, only future incremental costs and benefits of continuing or discontinuing should be considered.…”