Armstrong, J. Scott and Coviello, Nicole and Safranek, Barbara (1993) Escalation Bias: Does It Extend to Marketing? [Journal (Paginated)]
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Abstract
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.
| Item Type: | Journal (Paginated) |
|---|---|
| Subjects: | Psychology > Behavioral Analysis |
| ID Code: | 5183 |
| Deposited By: | Armstrong, J. Scott |
| Deposited On: | 25 Sep 2006 |
| Last Modified: | 19 Dec 2009 19:22 |
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