References

• 1988Prospect theory: An analysis of decision under risk32,475 cited
• 1980Toward a positive theory of consumer choice5,574 cited
• 2008Mental Accounting and Consumer Choice3,415 cited
• 1985The psychology of sunk cost2,579 cited
• 1990Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice2,378 cited
• 1976Knee-deep in the big muddy: a study of escalating commitment to a chosen course of action2,065 cited
• 1998The Red and the Black: Mental Accounting of Savings and Debt1,376 cited
• 2002Strategic Bundling of Products and Prices: A New Synthesis for Marketing788 cited
• 1996Mental Budgeting and Consumer Decisions755 cited
• 2001Effects of Payment Mechanism on Spending Behavior: The Role of Rehearsal and Immediacy of Payments423 cited
• 1998Payment Depreciation: the Behavioral Effects of Temporally Separating Payments From Consumption349 cited
• 2001The mental accounting of sunk time costs: why time is not like money342 cited
• 1990Throwing good money after bad: The effect of sunk costs on the decision to escalate commitment to an ongoing project.338 cited
• 1998The Effect of Promotion on Consumption: Buying More and Consuming It Faster334 cited
• 1991