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- W2336921487 abstract "Sunk costs often affect consumers' willingness to upgrade to or purchase a new product. However, these decisions might be not only influenced by sunk costs but also moderated by the relationship the consumer has with the brand or by interpersonal relationships primed by a different task. Two experiments examine these propositions, and the results show that the sunk cost effect is moderated by the brand-customer relationship and a salient interpersonal relationship type primed by an unrelated task in advance. Specifically, the sunk cost effect is pronounced only in exchange relationships; it does not emerge in communal relationships. This article concludes with a discussion of some key theoretical and practical implications." @default.
- W2336921487 created "2016-06-24" @default.
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- W2336921487 date "2014-09-01" @default.
- W2336921487 modified "2023-10-17" @default.
- W2336921487 title "Relationship Types and the Sunk Cost Effect" @default.
- W2336921487 doi "https://doi.org/10.6126/apmr.2014.19.3.02" @default.
- W2336921487 hasPublicationYear "2014" @default.
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