“Sunk cost fallacy” eksperiment

“SUNK COST FALLACY” EXPERIMENT

Promosapiens Case Study EN, Projects

 

Project background:
Cognitive bias called “sunk cost fallacy” refers to the tendency of people to continue a certain action – in this case watching a boring movie – after the invested effort, time and/or money.

Method:
We conducted this experiment on a sample of 4.770 participants. Participants were given the task to choose whether to leave the cinema during the screening of a film that is not interesting to them, if they had previously paid 6.63€ for the ticket. 

Results:
Almost half of the participants (48%) decided to stay and watch the film until the end.

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