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International Conference on Engineering and Business Management (EBM 2010 PAPERBACK)

Chengdu,China,China,3.24-3.26,2010

ISBN: 978-1-935068-05-1 Scientific Research Publishing, USA

Paperback 6066pp Pub. Date: March 2010

Category: Engineering

Price: $280

Title: The Effect of Field-dependent on Sunk Cost Bias in Purchase Decision Making ----Unsatisfactory Consumers Sometimes Continue to Buy
Source: International Conference on Engineering and Business Management (EBM 2010 PAPERBACK) (pp 2460-2463)
Author(s): Shengdong Lin, Department of Advertising, School of Journalism and Communication, Xiamen University, Xiamen, China
Xue Ke, Department of Marketing, School of Business, Sun Yat-sen University, Guangzhou, China
Abstract: Abstract: Traditional view considers that only satisfactory consumers will continue to purchase. This study shows that sometimes unsatisfactory consumers will also continue to buy if their decision making are affected by sunk cost bias. The result may explain why field-dependent Chinese tend to buy with complains.
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