Escalation bias: Does it extend to marketing?

  title={Escalation bias: Does it extend to marketing?},
  author={J. S. Armstrong and N. Coviello and Barbara Safranek},
  journal={Journal of the Academy of Marketing Science},
  • J. S. Armstrong, N. Coviello, Barbara Safranek
  • Published 1993
  • Economics, Psychology
  • Journal of the Academy of Marketing Science
  • 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. 
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