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How does cognitive dissonance influence the sunk cost effect?
BACKGROUND: The sunk cost effect is the scenario when individuals are willing to continue to invest capital in a failing project. The purpose of this study was to explain such irrational behavior by exploring how sunk costs affect individuals’ willingness to continue investing in an unfavorable proj...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Dove Medical Press
2018
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5840294/ https://www.ncbi.nlm.nih.gov/pubmed/29535561 http://dx.doi.org/10.2147/PRBM.S150494 |