He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias

IF 5.7 1区 管理学 Q1 BUSINESS
Rui Chen, Hao Sun, Zhaoyang Guo, Haipeng (Allan) Chen
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引用次数: 0

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.g., product/service with nonrefundable deposits, lotteries earned through prior effort, loyalty program memberships obtained through previous purchases) when mating cues are salient. One field study and seven experiments (six of which were pre-registered) demonstrated that mating cues strengthen an implemental mindset among men (vs. women). Consequently, men exhibit a stronger sunk cost bias in consumption when mating cues are salient. However, this effect was not found among women due to differences in their mating tactics. In addition, this paper distinguishes sunk cost effect from status quo bias and rules out multiple alternative explanations for the results (including affect, overconfidence, the investment-payoff link, persistence, perceived morality, shame, guilt, and disgust associated with abandoning the original option).
他爱他投资的人:交配线索对男女沉没成本偏见的影响
沉没成本偏差,即人们继续追求先前投资选项的次优倾向,已在许多领域被发现,并提出了各种机制。目前的研究为理解沉没成本偏差提供了一个新的视角。以往的研究结果表明,沉没成本偏差可能是适应性的,并受到基本动机的推动,根据这一理论,沉没成本偏差可能是交配领域中的一种目标导向行为,当交配线索显著时,这种偏差可能会延伸到消费领域(例如,订金不可退还的产品/服务、通过先前努力获得的彩票、通过先前购买获得的忠诚计划会员资格)。一项实地研究和七项实验(其中六项是预先登记的)表明,交配线索强化了男性(相对于女性)的执行心态。因此,当交配线索显著时,男性在消费中会表现出更强的沉没成本偏差。然而,由于交配策略的不同,在女性中没有发现这种效应。此外,本文还将沉没成本效应与现状偏差区分开来,并排除了对结果的多种替代解释(包括情感、过度自信、投资与回报的联系、持久性、感知道德、羞耻感、内疚感以及与放弃原有选择相关的厌恶感)。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
12.00
自引率
9.70%
发文量
53
期刊介绍: Journal of Consumer Research, established in 1974, is a reputable journal that publishes high-quality empirical, theoretical, and methodological papers on a wide range of consumer research topics. The primary objective of JCR is to contribute to the advancement of understanding consumer behavior and the practice of consumer research. To be considered for publication in JCR, a paper must make a significant contribution to the existing body of knowledge in consumer research. It should aim to build upon, deepen, or challenge previous studies in the field of consumption, while providing both conceptual and empirical evidence to support its findings. JCR prioritizes multidisciplinary perspectives, encouraging contributions from various disciplines, methodological approaches, theoretical frameworks, and substantive problem areas. The journal aims to cater to a diverse readership base by welcoming articles derived from different orientations and paradigms. Overall, JCR is a valuable platform for scholars and researchers to share their work and contribute to the advancement of consumer research.
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