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 classroom experiment design and uses logistic regression and a chi-square test to analyze its data.

Findings

The findings show that both responsible and non-responsible participants are more likely to perceive the negative performance of a new product as less negative and believe that the goal for the product can be reached when there is a stopping rule and proximal negative feedback indicates a level of performance below but very close to it than when there is no stopping rule. Therefore, they are more likely to continue the failing new product, whether they are responsible for the product or not. However, non-responsible decision-makers are more likely than their responsible counterparts to discontinue the failing new product in the absence of a stopping rule.

Research limitations/implications

This paper extends the theory of EOC by showing that the use of a stopping rule and/or a new decision-maker may not reduce EOC.

Practical implications

This paper provides useful guidelines for managers on how to reduce EOC.

Originality/value

The originality and value of this paper are found in the investigation of a situation in which the use of a stopping rule and/or a new decision-maker may not reduce the EOC.

中文翻译：

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目标是可实现的：目标梯度和子目标对新产品评估中承诺升级的影响

目的

本研究的目的是调查在对失败的新产品做出通过/不通过决策的背景下，使用停止规则和/或新决策者是否会减少承诺升级（EOC ）。

设计/方法/方法

本研究采用课堂实验设计，并使用逻辑回归和卡方检验来分析其数据。

发现

研究结果表明，负责任和不负责任的参与者都更有可能将新产品的负面表现视为不那么负面，并相信当存在停止规则且近端负反馈表明一个水平时，产品的目标可以达到性能低于但与没有停止规则时非常接近。因此，他们更有可能继续使用失败的新产品，无论他们是否对产品负责。然而，在没有停止规则的情况下，不负责任的决策者比负责任的决策者更有可能停止失败的新产品。

研究限制/影响

本文扩展了 EOC 的理论，表明使用停止规则和/或新决策者可能不会减少 EOC。

实际影响

本文为管理者提供了有关如何减少 EOC 的有用指南。

原创性/价值

本文的原创性和价值在于对使用停止规则和/或新决策者可能不会减少 EOC 的情况的调查。