The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation
Purpose – The purpose of this study is to investigate whether, in the context of making a go/no-go decision regarding a failing new product, the use of a stopping rule and/or a new decision-maker would reduce the escalation of commitment (EOC). Design/methodology/approach – This study uses a classro...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-04-01
|
| Series: | Innovation & Management Review |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/INMR-05-2020-0064/full/pdf?title=the-goal-is-attainable-the-effects-of-goal-gradient-and-sub-goals-on-escalation-of-commitment-in-a-new-product-evaluation |