Escalation Bias: Does It Extend to Marketing?
Escalation bias implies that managers favor reinvestments in projects that are doing poorly over those doing well. We tested this implication in a marketing context by conducting experiments on advertising and product-design decisions. Each situation was varied to reflect either a long-term or a short-term decision. Besides these four conditions, we conducted three replications. We found little evidence of escalation bias by 365 subjects in the seven experimental comparisons.
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- Burnett, John J. & Dune, Patrick M., 1986. "An appraisal of the use of student subjects in marketing research," Journal of Business Research, Elsevier, vol. 14(4), pages 329-343, August.
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- Garland, Howard & Newport, Stephanie, 1991. "Effects of absolute and relative sunk costs on the decision to persist with a course of action," Organizational Behavior and Human Decision Processes, Elsevier, vol. 48(1), pages 55-69, February.
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