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TY - GEN ID - cogprints5183 UR - http://cogprints.org/5183/ A1 - Armstrong, J. Scott A1 - Coviello, Nicole A1 - Safranek, Barbara Y1 - 1993/// N2 - Escalation bias implies that managers favor reinvestments in projects that are doing poorly over those doing well. We tested this implication in a marketing context by conducting experiments on advertising and product-design decisions. Each situation was varied to reflect either a long-term or a short-term decision. Besides these four conditions, we conducted three replications. We found little evidence of escalation bias by 365 subjects in the seven experimental comparisons. TI - Escalation Bias: Does It Extend to Marketing? SP - 247 AV - public EP - 253 ER -