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Journal Articles

The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation

Open Access
Beichen Liang
Journal: Innovation & Management Review
Innovation & Management Review (2021) 18 (3): 258–275.
https://doi.org/10.1108/INMR-05-2020-0064
Published: 06 April 2021
... decision-maker may not reduce the EOC. New product development Escalation of commitment Goal gradient effect Sub-goals Human activities are goal-driven (Amir & Ariely, 2008 ; Kruglanski, Shah, Fishbach, Friedman, Chun, & Sleeth-Keppler, 2002). People are guided and motivated...
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