Men exhibit stronger sunk cost bias than women when mating motives are activated
Men are more prone than women to exhibit sunk cost bias—the tendency to persist with an investment despite its disadvantages—when exposed to romantic cues, according to new research published in the Journal of Consumer Research. Surprisingly this effect is not limited to romantic contexts but also extends to consumer behavior, suggesting that deep-seated evolutionary drives can subtly shape decision-making in various context. The sunk cost bias refers to the tendency to persist with a decision or investment based on resources already spent, even when abandoning it might be the more rational choice. For example, someone might continue watching a movie they don’t enjoy simply because they’ve already invested an hour of their time. It is often viewed as irrational because the resources already invested (the “sunk costs”) cannot be recovered, and decisions should ideally be based on future outcomes rather than past expenditures. Traditionally, explanations for this bias have focused on psychological and cognitive factors, such as the desire to avoid waste, fear of regret, or a need to justify prior decisions. However, some researchers …