|
Abstract:
This research reports the findings from a factorial experiment on the interactive effect of decision frame and sunk cost magnitude on consumer attitude and choice. Participants were randomly assigned to one of six conditions and presented with a fictional description that varied on the positivity or negativity of the decision frame as well as the magnitude of the sunk cost on a continuum ranging from high to low. Consumer variables including choice, loyalty, behavioral intentions, and attitudes were utilized as outcome measures. There was evidence of an interactive effect of decision frame and sunk cost magnitude on self-reported consumer behavior. The implications of the findings in various consumer decision making environments are highlighted.
|
