He Loves the One He Has Invested in: Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias

时间：3月31日10:30

地点：承泽园333教室

论文摘要：Sunk cost bias has been widely found in many domains, and various mechanisms, such as loss aversion, mental accounting, and self-justification, have been examined. The current study offers a novel perspective for understanding the occurrence of sunk cost bias. Previous findings suggest that sunk cost bias might exhibit adaptability. We further theorized that mating is a vital scene in which sunk cost bias develops. The function governing sunk cost bias in the mating domain can extend to general sunk cost decisions in other consumption domains. One field study (N = 6,000) and six other experiments (N = 1,807) systematically demonstrate that mating cues not only cause men to display a stronger sunk cost effect in seeking a romantic relationship but also induce a general concept of valuing the prior investment, which then leads to a sunk cost effect in sex-unrelated consumption domains. This effect does not occur in women. In addition, we applied our theory and findings to reactive inactive male customers who have a high prior investment in a field study and extended our findings to consumption involving romantic cues. We also addressed several competitive theories and ruled out alternative explanations.

主讲人简介：陈瑞，厦门大学管理学院市场学系副系主任、副教授、博士生导师，清华大学经济管理学院博士。入选福建省高层次人才、厦门市高层次人才、厦门市高层次留学人才。主要关注进化适应、婚恋关系、性别对消费决策行为的影响研究，该主题的研究受到国家自然科学基金青年项目、面上项目、中国博士后科学基金面上一等项目、特别资助项目，相关研究研究成果发表于Journal of Consumer Psychology、Journal of Business Research、Marketing Letters、心理学报、南开管理评论等期刊，其研究成果被广泛引用、报道和转载。