Zusammenfassung
Imagine you booked a ski trip to Michigan for $100. Several weeks later, you buy a ski trip to Wisconsin for $50. Later you notice that they take place at the same weekend. You assume that you will enjoy Wisconsin more. Which trip will you go on? When Arkes and Blumer (1985) asked their participants, 54% indicated to use the alternative with the higher costs, though they like it less.
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Robbert, T., Straus, L., Roth, S. (2017). Because it was the first one – The effect of purchase order on the sunk-cost effect. In: Büttgen, M. (eds) Beiträge zur Dienstleistungsforschung 2016. Fokus Dienstleistungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-16464-5_2
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