The feeling of throwing good money after bad: The role of affective reaction in the sunk-cost fallacy

• Koen A. Dijkstra,

  Roles Conceptualization, Data curation, Formal analysis, Funding acquisition, Investigation, Methodology, Software, Visualization, Writing – original draft

  Affiliation Department of Marketing, CUHK Business School, Shatin, Hong Kong

  http://orcid.org/0000-0001-6951-0373

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• Ying-yi Hong

  Roles Conceptualization, Funding acquisition, Writing – original draft, Writing – review & editing

  * E-mail: yyhong@cuhk.edu.hk

  Affiliation Department of Marketing, CUHK Business School, Shatin, Hong Kong

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