%A J. Scott Armstrong
%A Nicole Coviello
%A Barbara Safranek
%J Journal of the Academy of Marketing Science
%T Escalation Bias: Does It Extend to Marketing?
%X 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.
%N 3
%P 247-253
%V 21
%D 1993
%L cogprints5183

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