关于成本沉没效应的实验研究

An Experimental Study of the Nature of Sunk Cost Effects

运用IAT 技术,通过实验,证明“损失厌恶”具有内隐性,“损失厌恶”存在内隐偏差,并且二者具有很强的稳定性,即不受当前情绪及刺激材料性质等的影响,为进一步认识成本沉没效应等现象的本质特点提供了证据。

Using IAT, in this study an experiment was conducted to explore the implicit mechanism of loss aversion. The results showed that loss aversion was automatically activated and that the existence of loss aversion bias was implicit. The results also indicated that both loss aversion and loss aversion bias were stable.