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%A J. Scott Armstrong %A Nicole Coviello %A Barbara Safranek %J Journal of the Academy of Marketing Science %T Escalation Bias: Does It Extend to Marketing? %X 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. %N 3 %P 247-253 %V 21 %D 1993 %L cogprints5183