Stamford Advocate: Study reveals Easterners search too long for good deals after incurring ‘sunk costs’ from earlier search efforts

Easterners are more inclined than Westerners to search too long online for the best deals because they are more sensitive to the “sunk cost” of their previous search efforts, according to a study co-authored by Vincent Mak, University Lecturer in Marketing & Decision Sciences at Cambridge Judge Business School.