TY  - GEN
ID  - cogprints5183
UR  - http://cogprints.org/5183/
A1  - Armstrong, J. Scott
A1  - Coviello, Nicole
A1  - Safranek, Barbara
Y1  - 1993///
N2  - 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.
TI  - Escalation Bias: Does It Extend to Marketing?
SP  - 247
AV  - public
EP  - 253
ER  -

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