How does cognitive dissonance influence the sunk cost effect?
Shao-Hsi Chung,1 Kuo-Chih Cheng2 1Department of Business Administration, Meiho University, Pingtung, Taiwan; 2Department of Accounting, National Changhua University of Education, Changhua City, Taiwan Background: The sunk cost effect is the scenario when individuals are willing to continue to invest...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Dove Medical Press
2018-03-01
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| Series: | Psychology Research and Behavior Management |
| Subjects: | |
| Online Access: | https://www.dovepress.com/how-does-cognitive-dissonance-influence-the-sunk-cost-effect-peer-reviewed-article-PRBM |