Doubling-Back Aversion: A Reluctance to Make Progress by Undoing It.

Four studies (N = 2,524 U.S.-based adults recruited from the University of California, Berkeley, or Amazon Mechanical Turk) provide support for doubling-back aversion, a reluctance to pursue more efficient means to a goal when they entail undoing progress already made. These effects emerged in diverse contexts, both as participants physically navigated a virtual-reality world and as they completed different performance tasks. Doubling back was decomposed into two components: the deletion of progress already made and the addition to the proportion of a task that was left to complete. Each contributed independently to doubling-back aversion. These effects were robustly explained by shifts in subjective construals of both one's past and future efforts that would result from doubling back, not by changes in perceptions of the relative length of different routes to an end state. Participants' aversion to feeling their past efforts were a waste encouraged them to pursue less efficient means. We end by discussing how doubling-back aversion is distinct from established phenomena (e.g., the sunk-cost fallacy).