The psychology of sunk cost

Prospect Theory: An Analysis of Decision under Risk

1979 • 41,742 citations

Prospect theory: An analysis of decision under risk

1988 • 34,484 citations

Judgment under Uncertainty: Heuristics and Biases

1975 • 23,866 citations

A Theory of Cognitive Dissonance

2017 • 18,931 citations

Toward a positive theory of consumer choice

1980 • 5,378 citations

Judgment under uncertainty: Heuristics and biases

1982 • 3,614 citations

Self-perception: An alternative interpretation of cognitive dissonance phenomena.

1967 • 2,877 citations

Knee-deep in the big muddy: a study of escalating commitment to a chosen course of action

1976 • 2,003 citations

Compliance without pressure: The foot-in-the-door technique.

1966 • 1,542 citations

The effect of severity of initiation on liking for a group.

1959 • 1,259 citations

Economic Theory of Choice and the Preference Reversal Phenomenon

2006 • 1,121 citations

Response-induced reversals of preference in gambling: An extended replication in Las Vegas.

1973 • 574 citations

Escalation: The Determinants of Commitment to a Chosen Course of Action

1977 • 302 citations

Low-ball procedure for producing compliance: Commitment then cost.

1978 • 286 citations

Stability of Choices among Uncertain Alternatives

1956 • 281 citations

Too Much Invested to Quit

1980 • 232 citations

Factors affecting withdrawal from an escalating conflict: Quitting before it's too late

1979 • 172 citations

Dollars, Sense, and Sunk Costs: A Life Cycle Model of Resource Allocation Decisions

1984 • 162 citations

To comply or not comply: Testing the self-perception explanation of the "foot-in-the-door" phenomenon.

1975 • 129 citations

Foot in the door.

1968 • 80 citations

Macroeconomics: Private and Public Choice

1977 • 50 citations

Microeconomic Applications: Understanding the American Economy

1982 • 3 citations