Sunk Cost,Emotion, and Commitment to Education |
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Authors: | Martin D Coleman |
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Institution: | (1) Psychology Department, North Dakota State University, Fargo, ND 58105, USA |
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Abstract: | The influence of prior, irretrievable, investment (sunk cost) on commitment to a course of education was investigated. The
moderating effects of the emotions of anger and fear over this commitment decision were also investigated. A total of 425
participants (214 male) with a mean age of 19.92 years were recruited from an undergraduate population. A computer program
simulated the process of arranging to undertake a course of education. Participants were induced to feel either anger or fear
and, then, invested one of three amounts of sunk cost (under budget, on budget, or over budget) to signing up for a course.
Participants then decided how much time they wished to commit to this course or to an alternative, identical course with a
better chance of success. Results revealed a significant sunk cost effect of prior investment on commitment to a course of
education. Results also revealed that anger increased the magnitude of this sunk cost effect. Results did not reveal any effect
of fear on the sunk cost effect. Theoretical implications and practical applications were discussed. |
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Keywords: | |
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