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Keywords: Sunk cost
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (2): 61–70.
Published: 16 March 2015
.... Vishal Lala can be contacted at: vlala@pace.edu © Emerald Group Publishing Limited 2015 Effort Decisional control Self-justification Sunk cost An executive summary for managers and executive readers can be found at the end of this issue. The time and effort spent...
